Over 40 Brands Unite in “Unprecedented” Campaign to Drive Meat-Free Category Growth
More than 40 of the UK’s leading meat-free brands have joined forces in a new coalition described as “unprecedented”. Together, they will run a campaign claimed to be a world first, with the aim of driving penetration and unlocking growth in the meat-free category. Called Meat Free Made Easy!, the initiative will launch as a large-scale, test-and-learn activation in Q2 2025, running across Instagram, press, and influencer channels. A ‘go bigger’ launch is planned for Q4 2025, featuring in-store activations, promotions, and a wider cultural push to build new norms around meat-free eating. The news comes after recent research by GFI Europe, Plant Futures, and HarrisX found that 51% of UK adults intend to either reduce their meat consumption or eat more plant-based foods. It …