More than 40 brands join forces for 'Meat Free Made Easy!' campaign to support UK’s shift toward plant-based eating

A major new campaign, Meat Free Made Easy!, has launched in the UK, bringing together more than 40 leading plant-based food brands and organizations to support a national shift toward meat-free eating. The initiative is a direct response to new survey data showing that while over half of UK adults are motivated to change their diets, many still lack the confidence to cook meat-free meals.

The campaign is being led by Plant Futures in collaboration with the Good Food Institute Europe and polling firm HarrisX. Their nationwide survey of 2,394 adults found that 51% of people in the UK want to either eat more meat-free meals or reduce their intake of meat and dairy. However, only 45% of those interested in making this change feel confident preparing meals without meat.

In an effort to close this gap, Meat Free Made Easy! will serve as a practical resource, with participating brands contributing recipes, tips, and special offers through a dedicated Instagram platform, @MeatFreeMadeEasy. The goal is to make plant-based cooking feel accessible, affordable, and appealing to a broader audience.

“Helping the nation eat less meat will only be possible if we provide solutions that make it easy, affordable and enjoyable,” commented Henry Dimbleby MBE, author of the UK’s National Food Strategy. “That’s exactly what Meat Free Made Easy! sets out to do.”

Dr Shireen Kassam, Founder & Director of Plant-Based Health Professionals UK, emphasized the health benefits. “Eating meat-free can provide a nutritionally balanced diet and offer the diverse protein and fibre-rich foods that are important for our health,” she said. “The benefits of reducing meat consumption are wide and varied – from lowering the risk of chronic disease to maintaining a healthy weight and living a longer, healthier life.”

The campaign highlights that cutting back on meat does not have to be an all-or-nothing change. Swapping meat for alternatives – like lentils in place of minced beef, or choosing a veggie burger – can be a simple starting point. According to the survey, 41% of British consumers already follow diets that reduce or exclude meat entirely. That includes 31% identifying as flexitarian, 5% as vegetarian, 2% as vegan, and 2% as pescatarian.

“Meat free options are everywhere and people are curious,” said Indy Kaur, CEO of Plant Futures. “We’ve brought together a variety of brands to show that going meat free doesn’t have to be all or nothing, it just needs to feel doable.”

The list of participants is wide-ranging, reflecting the diversity and growing strength of the UK’s meat-free sector. It includes both household names and smaller innovators such as Beyond Meat, Quorn, Linda McCartney Foods, VFC, THIS, Planted, Tiba Tempeh, Bosh!, The Vegetarian Butcher, and Meatless Farm, alongside organizations like The Vegetarian Society, Plant-Based Health Professionals UK, and the Meat Free Monday campaign.

The campaign is not only focused on individual consumers but also includes corporate partners such as Compass Group and Ocado, which play a role in shaping the availability and visibility of plant-based products.

With growing awareness of the environmental and health impacts of animal agriculture, the campaign underscores the momentum behind plant-based eating in the UK. It also reflects an industry-wide understanding that for more people to make the shift, the process needs to be as straightforward and enjoyable as possible.