Signal26 Apr 2022
Britons prefer 'plant-based' food labelling over 'vegan'

More and more Britons are becoming interested in meat-free options in but they’re put off by the word 'vegan' on packaging and menus. As veganism becomes normalised, pivoting to 'plant-based' messaging could lure in vegan-curious eaters who may have a distaste for associations with the word 'vegan'.

Britons prefer 'plant-based' food labelling over 'vegan'