Regulators in Singapore have granted approval for cultured meat to be sold to consumers in the form of chicken nuggets. As flexitarianism continues to rise, cultured meat provides a guilt-free way to eat ‘real’ chicken, while also answering calls for big industries to address climate challenges.

More and more consumers are open to trying cultivated meat, with younger generations leading the way. As investment and interest in the lab-grown meat market grow, non-animal proteins are predicted to overtake meat in just two decades, creating space for brands to experiment in this space.

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?

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?