UK supermarket Asda has launched a plant-based range just in time for Veganuary. With more people wanting to cut back on meat and other animal products yet struggling to afford vegan food options, the range serves those who want to try vegan food without compromising on price.

Despite the boom in restaurant takeaways and deliveries, plant-based brand and former restaurant The Brook has skipped the door-to-door hot-meal boom and turned its focus towards the growing ready-meal market, delivering freshly-frozen vegan ready meals to heat up at home.

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.

With vegan ranges available at supermarkets and fast food chains across the UK, it’s never been easier to adopt an animal-free diet. But who – and what – is helping to bring this formerly niche diet into the mainstream? And how can brands create excitement for those looking to cut back on meat?