Against all odds, veganism is slowly picking up steam in the land of beef bourguignon and steak frites. Ever more French people are subscribing to the movement’s ethical values, turning away from traditional meat-heavy cuisine in favour of more humane, sustainable alternatives.

Nous is France's first no-waste supermarket, which only sells 'rescued food'. With many retailers binning products not deemed aesthetically pleasing enough, retailers in France doing the same face a backlash, as French shoppers expect brands to implement more sustainable standards.

French Gen Yers are devoting great time and energy to ensure their food choices fit in with their values. After all, being trendy is no longer defined by the clothes they wear, but also by what they eat. How are their discerning tastes shaping the food landscape and creating new challenges for the sector?