While veganism is on the rise, most Britons say they're unlikely to adopt plant-based diets in 2021. According to a survey, this may be down to a lack of understanding as to what ‘plant-based’ means, especially among older people, creating space for brands to educate and dispel stigma.

For many, veganism is more than a diet – it’s a lifestyle. For vegans who’d rather avoid arguing about what restaurant to go to, or which mug of tea has the oat milk in it, dating green is what's on the menu. A survey has found that over half of vegans wouldn’t date someone who eats meat.

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.

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?