Unprecedented coalition comes together to drive meat-free category growth
In a world-first, category-wide campaign, over 40 of the top meatless brands and organisations in the UK have teamed up to reach the half (51%) of UK adults who plan to change their diets and consume either more plant-based foods (38%) or less meat and dairy (33%). This research was conducted using a nationally representative sample of 2,394 adults – commissioned by Plant Futures, Good Food Institute Europe and HarrisX.
The campaign, Meat Free Made Easy!, launches as a large-scale, test-and-learn activation in Q2 2025, running across Instagram, press and influencer channels. Preparation for a ‘go bigger’ Q4 2025 launch is already underway, including in-store activations, promotions to prompt trial, and a wider cultural push to build new norms around meat-free eating.
“This is the first time the plant-based sector has come together at scale to actively drive category penetration through the power of collective action and coordination,” said Indy Kaur, CEO of Plant Futures. “This campaign is built around real insights, design thinking and a systems change approach to inspire millions of people to shop the category.
“The campaign is rooted in behaviour change research showing that the most powerful lever for adoption right now is ease. Consumers aren’t necessarily resistant, they are uncertain, lacking in confidence, capability and know how.”
Recent research reveals significant opportunities for brands, suppliers and retailers:
-
With only 45% of UK adults who feel confident cooking with plant-based foods, compared to 83% for meat and dairy. Inspiration, engagement and guidance is key to adoption.
-
A clear opportunity to communicate the health benefits of more plants, where only 50% believe plant-based foods are important for a nutritionally balanced diet.
-
Social proof is low, with only 24% having friends or family who eat plant-based, compared to 86% who eat meat and dairy – showing building cultural momentum is essential.
-
Only 27% of UK adults choose plant-based meals out of habit, compared to 64% for meat and dairy – showing the need to build new habits through repetition and nudges.
This initial campaign phase is focused on the contemplation stage, helping consumers imagine themselves trying something new and seeing meat-free as normal, flexible and worth a go.
“We need fewer rules, and more real-world solutions,” added Henry Dimbleby MBE, author of the National Food Strategy. “This is the kind of collaborative leadership that moves consumers – and the category – forward.”
The audience strategy targets three attitudinal segments with high potential:
“Behaviour change isn’t just about awareness, it’s about ease,” said Richard Shotton, behavioural scientist and author. “Remove the friction, and you unlock mass behaviour.”
This campaign marks a shift from siloed marketing to true collective action. It invites brands, retailers and health advocates to align around a single, powerful message: meat-free eating can be easy.
Consumers can benefit from daily meat-free recipes, tips, offers and advice by visiting Meat Free Made Easy!’s Instagram.
