Multiple major UK supermarkets are launching ranges of own-brand plant-based food and drink offerings in response to plant-based brands outselling supermarkets' brands. As people buy plant-based foods more, they want extra options and new products to allow further exploration.

With vegan ranges available at supermarkets and fast food chains across the UK, it’s never been easier to adopt an animal-free diet. But who – and what – is helping to bring this formerly niche diet into the mainstream? And how can brands create excitement for those looking to cut back on meat?

With health a high priority as a result of COVID-19, food has become even more central to the way people think about wellbeing, causing many to shake up their diets. Yet this is not the sole reason behind Germany’s shift towards veganism. What’s fuelling the nation’s appetite for plant-based foods?

Plant-based ready meals are becoming more readily available in leading supermarkets across the UK. With people growing tired of cooking at home and looking for alternatives, supermarkets are offering plant-based ready meals at an affordable price.