Protein powders have long been associated with hard-core gym goers and artificial ingredients – but that’s no longer the case. Form has developed a range of plant-based protein supplements that treat the body and mind, while also giving back to the wider community.

UK fried chicken chain Absurd Bird has introduced a variety of vegan items to its menus. Increasingly conscious of the implications of meat consumption, people are looking to brands to support them by making environmentally, ethically and nutritionally positive decisions.

Sugar may be demonized in today’s food culture, but many Americans see artificial preservatives and sweeteners as even worse for their health. Catering to bakers who want to avoid additives, Supernatural offers a rainbow of plant-based alternatives to conventional sprinkles and food coloring.

Ethically minded Gen Yers in America are rejecting the pantry staple of tinned tuna, saying the fishing practises that source it are neither ethical nor practical. Gen Y's consignment of the foodstuff to the eco no-go zone reflects the rise of value-led consumption among the cohort globally.