A survey has revealed that nearly 60% of Gen Yers follow a special diet, such as ketogenic, Whole30, plant-based, or vegan. This generation cares deeply about the environment and physical and mental wellbeing, values that have manifested in their dramatically altered eating habits.

Growing interest in plant-based diets helped the market for ‘imitation meat’ grow by 23% between 2017 and 2018, yet there’s still confusion over what’s in these products. With the majority of Americans finding product labels confusing, how are brands making alternative meats easier to digest?

McDonald's has launched vegan-friendly menu items in 1,500 of its German outlets. With meat-eating among Germans on the decrease, and more people dabbling with flexitarianism, expectations are rising for good-quality vegan and vegetarian menu options.

The Impossible Burger uses 95% less land and 74% less water to produce compared to a regular beef patty – but there’s much more to this veggie indulgence. Juicy, meaty and bloody, it’s hoping to coax stubborn carnivores over to the sustainable side, helping to preserve the planet in the process.