#LessAndBetter provides a fantastic opportunity for savvy food businesses.
The food sector as a whole has an enormous role to play in helping its customers shift to eating less and better meat and dairy and more plant-based foods. It can do this by making it easy, affordable and desirable, with quality tasty products, and by collaborating with civil society and governments to drive change in dietary norms. While there is growing interest in less and better meat and dairy, there is unmet demand for new products, ingredients and menu options. Our YouGov survey found the public wanting to see companies offer many more meat-free and lower meat choices.
Restaurants and caterers
- Provide a greater choice of less meat/more plant-based dishes that taste great.
- Introduce more exciting flavours and ingredients within existing plant-based products to attract a larger number of customers.
- Remove suppression language such as vegan, meat-free, vegetarian, low fat, low calories. Use more enhancing language which highlights provenance, flavour and the pleasure of eating experience. Position lower meat and meat-free options at the top of menu (not as an add-on) or at beginning/front of self-service counters.
- Serve small portions of better meat and dairy, e.g. free-range, organic, pasture-reared, locally sourced meat, and market as a distinctive specialty.
- Ensure chefs are trained in plant-based cooking and recipe development. Price plant rich dishes/menu items at a comparatively affordable price for customers.
Food product manufacturers and retailers
- Reformulate existing products to provide a greater ratio of plant protein (e.g. using pulse-based or mushroom ingredients).
- Invest in or collaborate with companies offering plant-based meat substitutes.
- Introduce more exciting flavours and ingredients within existing plant-based products to attract a larger number of consumers.
- Serve small portions of better meat and dairy, e.g. free-range, organic, pasture fed, locally sourced meat, and market as a distinctive specialty.
- Make plant-rich products available to purchase at an affordable price for customers.
- Consider price promotions and placement within store to encourage trials and repeat purchasing.
Find out more in our report - 'The future of eating is flexitarian: Companies leading the way.'