The proliferation of plant-based meat products at restaurants and grocery stores across the US has expanded the dining options available to vegans and vegetarians – but their appeal is not limited to those following niche diets. What’s driving more and more omnivores to gorge on meat alternatives?

While the US has its fair share of plant-based spots that focus on ‘clean’ eating, with its flavorful food and daring marketing, Slutty Vegan proves the over-the-top, indulgent approach to vegan fare is a winner, especially for an audience that’s often excluded from mainstream vegan culture.

The pandemic has prompted people to want to eat better, yet choosing the healthier option isn’t always easy. Asda’s dedicated vegan shopping aisle, a UK first, aims to show that putting vegan products together, and away from non-vegan choices, could remove the friction of shopping sustainably.

Shoppers strolling through the meat aisle are more likely to buy plant-based products than if they’re placed in the vegan section. Supermarkets looking to increase plant-based sales would benefit from mixing the products in with the meat, but should ensure clear signage to avoid confusion.