The Chinese government wants to cut its country’s meat consumption drastically in coming years and while vegetarian and vegan eating hasn’t been particularly popular in China, there are signs that the tide of public opinion could be turning. So how is mock meat viewed by China’s consumers?

Gen Alphas and Zers are known to care about the environment and sustainability. A survey finds that there’s a growing interest in veganism and vegetarianism among children and teens with just over 20% going vegan or vegetarian and 36% displaying interest in doing so.

McDonald's is trialling its first plant-based burger to meet the ever-growing consumer demand for meat-free alternatives. It’s also set to meet individual consumer needs, as comparably priced vegan alternatives mean that eco-minded eaters aren't being price-penalised.

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?