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?

The number of vegans in Europe has doubled from 2016 to 2020, and more than half of ‘flexitarians’ want to become vegetarian or vegan in the future. With convenience and tradition keeping people from switching up their diets, there’s room for brand intervention to normalise veggie foods.

The pandemic has prompted people to want to eat better, yet choosing the healthier option isn’t always easy. While lockdown has seen people experimenting with new foods at home, cooking-fatigue has prompted them to find easier ways to get plant-based meals – by ordering them for delivery.

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.