Argos' announcement of the 'first ever totally vegan BBQ' has been called out by social media users for co-opting the animal-free lifestyle. While the rise of veganism in the UK is drawing plenty of attention from brands, cheap attempts to cash in on the movement will not be rewarded.

Seitan and Fabanaise – that’s ‘wheat meat’ and mayonnaise made with chickpea water – might not have reached the shelves of the average Tesco yet, but veganism is infiltrating the mainstream. How can companies step up to meet the needs of more than half a million Brits who are vegan?

Quorn Foods is experiencing a record period of sales growth, fuelled largely by a surge in popularity for vegan and ‘flexitarian’ diets. This comes as Gen Yers in particular are attempting to moderate their meat consumption, as a sense of duty for environmental issues grows among the cohort.

Despite rising awareness of the importance of a balanced diet, many Britons are finding it hard to manage their weight. As a result, the government and public health campaigners have challenged food and drink brands to enable healthier choices, but is this enough to stem an obesity crisis?