Page 6 - Plant Forward Case Study UK

Words that turn consumers off

vegan can cause sales to plummet by around 70%*

meat free = short changing*

healthy = tasteless*

use positive, indulgent language that emphasises taste and

flavour and don’t separate plant-based foods from main menus

London School of Economics & World Resources Institute study 2018

* Research by John Hopkins University

6 Plant Forward Case Study