Plant-based / vegan – what to call it?

This is fascinating – and chimes with what we’ve found when researching vegan and plant-based foods and drinks with a mainstream audience

💚 People wanting to eat more plant based for ethical and/or health reasons

❓ But not sure they want to ‘BE vegan’

😨 And also fearing that things majoring on telling us they’re vegan or plant-based will be ‘less than’ in some way (all about what’s not in it/what’s been taken out) – and therefore won’t taste so good

😋 So preferring instead to hear from brands about the sheer deliciousness of the ingredients (what IS in it, not what isn’t) rather than whether it’s vegan or plant-based

(Plus, vegans saying they’ll check back of pack anyway)