Meat Free Made Easy has launched a new platform in the UK that aims to attract more people to the plant-based sector through collaborative marketing. The platform involves over 50 food companies, retailers, and organizations, targeting "open omnivores" who are open to trying plant-based foods and reducing their meat consumption. The platform offers brand-led recipes that are easy, delicious, and filling, catering to consumer demand for convenience, protein, and fiber.

The initiative, spearheaded by Plant Futures, is working to create a unified category voice in the plant-based sector, a strategy not traditionally employed in this early-stage industry. By leveraging the collective power of brands, retailers, and shared social amplification, Meat Free Made Easy aims to reach more people and drive adoption at scale. The platform's success will be measured by its ability to attract more consumers to the plant-based market and engage retailers effectively, with plans to publish campaign performance findings in the spring.