Over 40 Brands Unite in “Unprecedented” Campaign to Drive Meat-Free Category Growth

Over 40 leading meat-free brands in the UK have joined forces in a new coalition called Meat Free Made Easy! The goal of this unprecedented campaign is to drive growth in the meat-free category through a world-first initiative launching in Q2 2025. The campaign will focus on encouraging consumers to try meat-free products and build new habits around plant-based eating, targeting different consumer segments with high potential for adoption.

Research has shown that a majority of UK adults are interested in reducing their meat consumption or eating more plant-based foods, presenting significant opportunities for meat-free brands. The campaign will aim to remove friction and make trying meat-free options easier for consumers, in order to unlock mass behavior change and inspire millions to shop the category. This initiative marks the first time the plant-based sector has united at scale to actively drive category growth through collective action and coordination, with a focus on real insights and design thinking.