Burger fads and 1,000-calorie ready meals hardly fit in with a society that’s increasingly obsessed with healthy eating. But while these polarising trends paint a schizophrenic food landscape, they show how indulgent foods express our freedoms. After all, no one likes to be told what to eat.

Only 3% of the UK population identify as vegetarian. But thanks to a switch in tactics, the movement is gaining pace – and a weekly slot in people's stomachs. Can meat-free Michelin-starred restaurants, celebrity chefs, and veg delivery services cure people's appetite for meat?

In 2007 three students got together with the intention of launching a campus-friendly eatery that could be healthy, affordable and fast. Who could’ve known that seven years later, investors would provide them with $18.5 million to expand their 27-branch restaurant chain?