Executive Summary
Plant-based eating is one of the fastest growing consumer trends in the Western world and one that is spurring a variety of innovative new categories, propositions and brands.
Indeed by 2017, it had moved from being an ethical lifestyle choice to a common-sense healthy eating approach for a growing number of 'flexitarians'. 91% of Britons have adopted some flexitarian behaviours, with 22 million people reducing their meat and diary intake.
M&S saw an opportunity in this movement and in July 2018 asked us to work with them to launch their very own plant-based brand. They needed to act...