41% of families in UK now flexitarian or meat-free

By Neil Shaw

New research released today has revealed that over four in ten (41%) families in the UK currently follow a flexitarian diet or meat-free diet, with 65% also trying either vegetarian or vegan meals in the last 12 months.

The study of 2,000 British families, which was commissioned by Quorn – the meat alternative brand – revealed that British families are now trying to eat at least two vegetarian or vegan meals in a week, with over half (51%) saying that they would consider going vegetarian full-time if they knew it would benefit the environment.

According to UK parents, over 1 million families are currently following a vegan or vegetarian diet – with 43% saying their children have at some point followed a meat-free diet. Six in 10 (60%) also say that they think our diets need to change in the future to help the environment and 42% of parents also say they’ve shared meat-free recipe ideas with friends to encourage them to consider meals that are more planet-friendly.

Of those families whose meals regularly include meat, their top reasons for sticking with the routine are that their child or children are fussy eaters, they believe that meat-based meals taste better and that they find it easier to make meals more filling when including meat.

To encourage families to consider trying more meat-free meals with their new Roarsomes dinosaur nuggets, Quorn has unveiled a giant T-Rex dinosaur that will be giving unsuspecting shoppers a ‘Roar-some’ surprise at Westfield Shepherd’s Bush Shopping Centre. It will be roaring at shoppers until Friday.

Dubbed ‘Roary’, the dinosaur was installed in the wake of the recent Intergovernmental Panel on Climate Change’s (IPCC) report, revealing that the earth is now on ‘code red’ alert when it comes to climate change.

Roary took five weeks to build and includes a roar that is up to 75 decibels.

The 3-metre animatronic creature is part of a new campaign to encourage the nation to try the UK's first vegan dinosaur nuggets.

Gill Riley, Marketing Director at Quorn, said: “I think every parent can relate when it comes to trying to inject some fun into mealtimes. With Quorn Roarsomes, not only will dinner time be fun for kids, but it means families can also play their part in helping our planet by swapping meat for a delicious and sustainable meat-free dinosaur treat.

"We cannot wait to see the reactions to our ‘Roar-some’ new addition to the Quorn family.”

For more stories from where you live, visit InYourArea.


What is inkl?

Important stories

See news based on value, not advertising potential. Get the latest news from around the world.

Trusted newsrooms

We bring you reliable news from the world’s most experienced journalists in the most trusted newsrooms.

Ad-free reading

Read without interruptions, distractions or intrusions of privacy.