Senior Creative Designer, allplants

While vegans make up a smaller portion of the total market, the proportion of people trying to reduce their meat and dairy intake now makes up around 33% of people in the UK, giving them a big and growing market to tap into (especially as people trying to change their dieting habits are probably more likely to try new things).

The UK is also now the world leader for vegan food product launches, with 1 in 6 new food products coming to market claiming to be vegan. This is not just a London fad, with Allplants saying that only 38% of their customers are based in London.

As a certified B Corp, Allplants are taking their commitment to the environment seriously, and they’ve designed the packaging so it’s as environmentally-friendly as possible. They use offcuts of cotton denim from the factory floor to produce insulation, which goes in its cardboard boxes so it can be recycled and used again. This compares with the polystyrene boxes that are used for food logistics 90% of the time.

It's important that Allplants maintains high quality and a strong brand to build the defensibility of the business. It's been turning heads with the inclusion of recipes by influencer chefs such as Rachel Ama and striking ad campaigns "veganising" vintage fast food ads. It would be easy for bigger meal delivery companies to offer vegan alternatives, but not so easy for them to live up to Allplants' environmental credentials.