Plant-based dining is very much here to stay now. Veganuary, the global organisation that encourages people to try to be vegan in January and beyond, reports that 81% of its 2025 participants planned significant diet changes after taking part in the challenge.
Almost half said that they saw some improvement to their overall health, with increased energy, improved mood, better skin and desired change in body weight being some of the most common benefits.
Ninety-eight per cent said they would recommend Veganuary to a friend or family member.
It’s not just these results that illustrate the growing interest in plant-based food. A survey by The Vegan Society reported earlier this year found that 3% of people in Great Britain now identify as either vegan or plant-based.
Although an increasing number of people identify as vegans or vegetarians, it’s the rise in flexitarianism that is really fuelling the boom in demand for meat-free or dairy-free products. These so-called flexitarians are people who want to reduce their meat or dairy intake, perhaps choosing to avoid meat or dairy products for a few days each week. Ten per cent of people questioned in The Vegan Society survey fell into this category.
Whatever the reason behind the desire for plant-based food, foodservice operators need to ensure that their meat and dairy-free offer is appealing. It’s crucial to opt for good quality, tasty plant-based products. This will ensure that the plant-based range goes down with everyone, not just those with dietary requirements.
Oli Sampson, MD of frozen food distributor Central Foods, comments: “Central Foods has been a long-term champion of providing plant-based and meat-free options to the foodservice sector. Increasingly our focus has been on vegan products that are so tasty they appeal across the dietary requirements divide, products like our Menuserve Mediterranean Vegetable Tarts that are suitable for vegans and vegetarians, and our vegan and gluten-free KaterVeg Moroccan-style Cauliflower Bites. The secret to the catering sector having a successful plant-based offering is to include attractive and delicious menu items that will appeal to all customers, not just those with dietary requirements.
“There’s definitely been a move towards a rise in interest in vegetable-based items, as opposed to analogue meat that is designed to mimic the textural and sensory attributes of meat products. That said, products like the KaterVeg! vegan mince, which is vegan-friendly and also gluten-free, is proving to be a very popular product with the foodservice sector because it is so versatile. It can be used as a meat substitute in popular menu items like spaghetti bolognese, shepherd’s pie, lasagne and chilli. It’s more cost-effective and provides a greater yield – up to 20% more.”
It’s also an easy way to encourage take up of plant-based options by swapping out meat mince for vegan mince. With the right blend of herbs, spices and other ingredients, there’ll be very little to differentiate in terms of taste – meaning the dishes will appeal to all diners, not just those with dietary requirements.
Lesley Parker, Senior Brand Manager for Kühne at UK distributor RH Amar, comments: “As the popularity of plant-based eating continues to grow across the UK, the demand for health-focused, clean-label, and high flavour foods is reaching new heights. Consumers are no longer content with basic substitutes – they’re looking for ingredients that support wellness, elevate everyday meals, and align with their lifestyle values.
“With a long tradition of producing quality pickled products, Kühne is meeting this demand through an exceptional range of naturally preserved, additive-free vegetables that cater perfectly to vegan, vegetarian, and flexitarian diets.”
The UK pickled vegetable category is now worth £61 million (NielsenIQ). Within this, gherkins account for 20% of the category – now matching chutneys in value and demonstrating the rise of pickled vegetables as key plant-based staples.
Several factors are driving this growth. Firstly, health and clean-label trends remain paramount. Indeed, Mintel reports that almost two-thirds (64%) of UK consumers associate ultra-processed foods with poor health, while 73% believe that a wide variety of plant foods supports general wellbeing (Mintel). Kühne’s products – which are free from artificial colours and preservatives – perfectly align with these expectations, so we’re seeing a clear increase in demand as a result of this trend.
In addition, social media has helped to reframe pickles as versatile and even aspirational. From viral pickle cocktails to gourmet burger builds, platforms like TikTok have showcased Kühne products as both trendy and functional, giving the brand a real boost and offering wholesalers and their retail and foodservice customers a real opportunity to capitalise on this on-trend brand.
Meanwhile, continuing challenges over the cost of living are also leading more consumers to entertain at home, and Kühne’s range is increasingly being used to elevate meals and plant-based BBQ dishes as shoppers look to convert the recipe inspiration they are seeing on social media, including through the brand’s own social channels.
In wholesale and convenience 330g Whole Gherkins and 330g Sliced Gherkins account for the largest share of Kühne’s sales.
Alongside these, demand for the wider Kühne range is growing fast, as shoppers look to expand their repertoires and experiment with new formats and flavours.
In particular, interest and rate of sale for Kühne’s Gourmet Selection range have hugely increased, with sales of Honey Cornichons growing by +144% year on year, while Herb Cornichons are up +135% (NielsenIQ).
And over the same period, the core brand’s Sweet & Sour Gherkins 330g grew by +58.5%, and Crinkle Cut Gherkins by +38.5%, which illustrates how shoppers are looking to switch it up and try different cuts and flavours.
To keep pace with demand, Kühne has continued to innovate with new flavours and formats. Gourmet Selection was recently expanded to include new flavours such as Chilli Cornichons, catering to the growing demand for international flavours and more adventurous plant-based pairings.
RH Amar is also working with Kühne to introduce new format sizes aimed at the convenience and foodservice sectors to better serve multi-occasion use.
“Last but not least, it’s important that wholesalers are aware of which brands are doing the most to drive awareness and inspiration for the plant-based category beyond the obvious meat and dairy alternatives,” adds Parker.
“Our 2025 marketing plan includes POS support, influencer campaigns, and sponsorship of the UK’s National Burger Awards, which now strongly features meat alternatives. This strengthens our association with innovation in flavour and premium dining occasions.
“Meanwhile, we will continue to work closely with the trade to create tailored promotional calendars, planogram support, and seasonal activation strategies.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “Several factors are driving growth in the plant-based products category. Many individuals are adopting a plant-based diet for sustainability reasons, as these products typically have a lower carbon footprint. Additionally, concerns about animal welfare play a significant role in this shift. There is also a notable increase in health-conscious consumers, many of whom self-diagnose food intolerances. As a result, many people are choosing plant-based products because they often contain cleaner, fewer ingredients that align with their dietary needs and lifestyle.”
Clean label ingredients are becoming increasingly popular in the market, as consumers seek simpler labels with fewer additives in an effort to limit ultra-processed foods (UPFs). Additionally, global flavours are a key trend, with consumers becoming more adventurous in their tastes. Therefore, incorporating plant-based products that offer authentic flavour profiles can be beneficial.
“It’s also important to note that those following a plant-based diet still want to enjoy their favourite flavours and tastes without compromising their lifestyle,” adds Jones. “That’s why, in 2022, we at Fairfields Farm decided to make our entire crisp range vegan, gluten-free, and suitable for plant-based consumers. We offer all of the nation’s favourite flavours, such as Cheese & Onion and Lightly Sea Salted, as well as bolder options like Roast Rib of Beef and Prawn Cocktail.”
Fairfields Farm’s classic flavours consistently perform well year after year, especially Lightly Sea Salted flavour, which is versatile and suitable for all occasions. Additionally, with the growing trend of strong and bold flavours, there has been an increase in demand for the Roast Rib of Beef and Prawn Cocktail varieties. Throughout the year, the brand’s 150g sharing packs are also top sellers, as customers enjoy sharing Fairfields Farm products with friends and family, all without having to worry about dietary restrictions.
The brand is launching Chorizo & Red Wine flavour and will be introducing a new festive flavour this Christmas: Honey Roasted Chestnut & Sage.
Fairfields Farm crisps, although plant-based and vegan, are not specifically marketed in the plant-based category. However, amongst its cohorts and particularly in wholesale, it is outperforming larger brands in both growth and volume as there is strong demand for sustainability-focused brands with a real story to share.
“Make sure your plant-based offerings include a variety of products that cater to all tastes,” advises Jones. “Some people follow a plant-based diet full-time, while others may enjoy plant-based options occasionally, and so there is a need to make sure you are not excluding casual ‘visitors’ to the category. In the snacking category, plant-based products do not need to be to the exclusion of others, and that’s why Fairfields Farm is performing particularly strongly here.”
Customisable display units featuring Fairfields Farm branding are designed to be visually appealing and can help drive sales. Training packs ensure that staff members are well-informed about the brand, further contributing to sales growth.
“As well as providing display options and pricing that can deliver retailers high margins, we prioritise maintaining regular communication with our wholesalers to discuss current trends, flavour updates, and any relevant farming information,” says Jones. “By keeping them informed, they can advise their retail customers and we ensure that we work together effectively to maximise sales.”
Helen Bowyer, Commercial Director – Foodservice at The Compleat Food Group, comments: “Health consciousness is influencing all categories, including plant-based, as consumers grow increasingly concerned about ultra-processed foods and explore ways to eat more healthily. This means consumers are actively looking for products and dishes on menus that feature wholefoods and vegetables. Digestive wellness is also a growing focus, creating demand for gut-friendly ingredients.”
Compleat Foodservice has recently worked with Symplicity to develop a range of fermented vegetable-based pies that align with both vegetable and gut-health trends. The Mince, Stout & Onion Pie, Cumin Spiced Keema Pie, and Chorizo Style Courgette & Butter Bean Pie offer bold, satisfying flavours while incorporating the digestive benefits of fermented ingredients. At 210 grams, the portions are an ideal plant-based addition to pub menus and therefore a must-stock for wholesalers.
With more consumers seeking gut-friendly options, fermented ingredients are gaining traction on menus across hospitality outlets, however these items present challenges to produce in-house. The fermentation process requires dedicated space, specialised knowledge, and extended production times – resources many operators simply don’t have. This creates an opportunity for wholesalers to stock ready-to-use fermented ingredients that allow operators to tap into this trend without the hassle.
Vadasz is one solution, with its range of plant-based fresh, crunchy pickles and ferments, offering an easy option for foodservice outlets. Available to wholesalers in one-kilogram tubs, its Kimchi, Red Onion Pickles and Garlic & Dill Sauerkraut are popular choices for chefs to bring vibrancy, texture and incredible taste to dishes like sandwiches, salads and sharing boards – particularly to elevate plant-based dishes.
“One of our best-sellers is the timeless Wrights Frozen Unbaked Vegan Sausage Roll. This award-winning product provides a reliable option for bakeries and foodservice operators looking to attract vegan, vegetarian and flexitarian consumers with a product that feels familiar, and tastes just as delicious as a meat equivalent,” adds Bowyer.
“The frozen format offers strong appeal to operators by providing preparation flexibility, reducing waste, and ensuring customers receive a freshly baked item. For wholesalers, it’s a low-risk way to support customers in expanding their plant-based range, as its extended shelf life and broad consumer appeal make it an ideal entry point into the category.”
Philip Rayner, Managing Director and Co-Founder of Glebe Farm Foods, comments: “Consumers are increasingly turning to plant-based options to reduce meat and dairy, driven by younger generations. By 2025, over half of 18 to 24-year-olds are expected to eat meat-free (ADHB). Demand for certain products, such as non-dairy milk alternatives is also showing no signs of slowing – the average volume per capita in the UK ‘Milk Substitutes’ category of the food market is set to continuously increase by +43% between 2024 and 2029 (Statista).
Within this space, Oat Milk stands out, accounting for approximately 46% of the dairy alternatives category in volume and is the only type showing year on year volume growth (Kantar).
PureOaty by Glebe Farm Foods is truly one-of-a-kind in this category. It’s made on site at Glebe Farm which is credited as Europe’s first dedicated gluten-free oat facility. It is also 100% gluten free and the only oat milk drink on the market to be approved by Coeliac UK. Glebe’s commitment to gluten-free purity goes far beyond industry standards, offering peace of mind to consumers with coeliac disease or gluten intolerances.
As a challenger brand within plant-based milk, PureOaty is on a mission to drive the category forward with a truly environmentally friendly product offering that caters to all diets and lifestyles – a crucial point of difference when compared to more established brands. Its NPD PureOaty Tea-rrific, an oat milk designed especially for use in tea, is proven to deliver on taste. Following a blind Tea-rrific taste test, 79% of 120 consumers said they planned to purchase a carton of Tea-rrific for themselves.
“Our team of oat experts worked to craft an oat drink that guarantees the perfect cup of tea every time,” adds Rayner. “Through using 100% pure British oats and avoiding syrup concentrate or nasty ingredients, PureOaty Tea-rrific doesn’t affect the taste of tea and doesn’t split or curdle – just like the real thing. PureOaty Tea-riffic has made a splash on the dairy alternatives scene – a delicious, gluten-free oat drink that is the ideal accompaniment for the nation’s favourite beverage.”
UK consumers value taste above all when choosing which food and beverage items to purchase (Kantar), with 23% of regular buyers citing it as the main reason for plant-based beverage consumption (Nielsen). “Our Oats taste great and make a nutritious breakfast that keeps consumers fuller for longer,” says Rayner. “They are also Gluten Free which is not going out of fashion. Our Granolas are also low in sugar which furthers our product benefits that meet the needs of retail and foodservice customers.”
Glebe Farm’s PureOaty Granola range has been delighting consumers with three flavours; Maple & Banana, Strawberry, and Great Taste Award winning Choco Chip.
Louise Wagstaffe, Senior Culinary Advisor at Premier Foods, comments: “The number of new packaged consumer goods launched with a plant-based claim increased by 302% between 2018 and 2022, with analysts forecasting that the market could grow to $160 billion by 2030 (Mintel).
It’s clear there’s a general movement towards increasing the variety and quality of plant-based meals, not just to encourage healthier eating, but also as part of campaigns to limit the environmental impacts linked to meat consumption. It’s called ‘plant-forward’ – an approach that centres around increasing the ratio of vegetables, pulses and grains in a dish, and opting for less frequent, but higher-quality and sustainably sourced meat, fish and dairy. Almost a quarter (24%) of Brits follow either a vegan, vegetarian, flexitarian or pescetarian diet (YouGov), so it’s no surprise that as a society we’re talking more and more about plant-forward diets.
Surprisingly, vegan diets – which exclude all animal products – have remained the dietary choice for just 3% of the UK population since 2019. At the same time, many vegan products that are designed to look and taste like meat such as plant-derived burgers and chicken nuggets, are considered to be ultra-processed foods (UPFs). Coinciding with this, there’s an increased interest in making plants such as beans, lentils and chickpeas the stars of meals, with many chefs showcasing their versatility in dishes. Therefore, wholesalers should consider offering a wide range of condiments to enable operators to transform these humble ingredients into bold, standout dishes. And that starts with a well-stocked pantry of sauces, gravies and spices.
“The success of any plant-forward menu lies in its ability to deliver depth of flavour – and that’s where Premier Foods comes in,” adds Wagstaffe. “Whether it’s using our famous Bisto gravy range, our premium and authentic range of Cape Herb & Spices or our new range of Sharwood’s and Homepride cooking sauces, our versatile, easy-to-use and vegan-friendly products enable chefs to meet the needs of modern-day dietary choices. For example, our ready-to-use cooking sauces offer consistency and depth, providing the perfect base for chefs to use in hand-held, grab-and-go options like Bao Buns, or in more staple dishes like curries and pasta. And our Bisto Gravy range offers allergen-free options, allowing chefs to cater to a wider range of dietary needs without sacrificing the rich, comforting flavours guests expect when dining out-of-home.”
Sam Maguire, Country Manager at Rude Health, comments: “Premium brands are driving growth in the fixture of value over volume with Rude Health at +21.0% despite an ASP of £2.16 (33% higher than the category average). These premium brands are offering shoppers value for money through great taste, clean deck ingredients and great functionality. Giving people a real reason to trade up from middle of the road offers which don’t deliver against these key consumer needs. In particular, Rude Health’s range performs strongly against these factors. It has won over 20 Great Taste Awards in the last 4 years as well as its Organic Almond Drink coming top in a taste test vs the top selling almond skus in the category. From an ingredients perspective Rude Health’s Organic Drinks range uses only a handful of recognisable kitchen cupboard ingredients.”
UPF is dominating the discussion at the moment. People are looking for products with a short list of recognisable ingredients and minimal processing. Rude Health, growing ahead of the category (+17.4% in 2024 vs. 21% in 2025, Nielsen 52w, 19/04/25), has seen success to this by delivering bold flavour with a ‘kitchen-cupboard’ ingredient approach. Its Organic Coconut Drink, for example, made with whole coconut, spring water, organic rice, and sea salt, is growing +18.6% YOY (Nielsen 52w, 19/04/25) and has won two Great Taste Awards.
A key trend is the rise of flavour indulgence in the market, with coffee shop behaviours like caramel lattes, vanilla and mocha drinks trickling down into retail shelves. In the current economic climate, consumers are cutting back on bigger purchases while seeking every day, affordable treats. Flavoured drinks fit this need, providing a premium, indulgent moment at home without the expense of a takeaway coffee. At the same time, growing scrutiny around ultra-processed foods (UPFs) means people are seeking flavoured, delicious drinks with natural, recognisable ingredients. Rude Health’s latest Iced Coffee range meets this need, offering a premium, plant-based solution in the fast-growing chilled coffee category.
Rude Health’s Organic Almond Drink and Coconut Drink, the brand’s top sellers, are both Great Taste Award winners and are made with only a handful of Organic kitchen cupboard ingredients.
Rude Health has recently launched, an organic Iced Mocha and Oat latte. These are the very first Iced Coffees on the market to have absolutely no added sugar, they are the very first organic Iced Coffees too. Both drinks are made using a blend of organic coffee sourced from sustainable farms in Latin America. Arabica beans have been selected for their superior taste and are gently roasted before being brewed to give the drinks a smooth, nutty and fruity flavour, without any of the harsh bitterness. The product’s creamy, luxurious taste proves that delicious flavour and health can go hand in hand.
Rude Health is growing ahead of the category at + 21% growth in 2025 versus +17.4% growth in 2024 (Nielsen 52w, 19/04/25), driven by its focus on great taste and ‘clean deck’ kitchen cupboard ingredients.
Rude Health is making a bold statement with a multimillion-pound billboard campaign, which ran throughout 2024 and all 2025 to drive brand awareness. This is complemented by ongoing PR, digital social campaigns running throughout 2025 and trade activations, strategically aligned with in-store promotions to engage shoppers and drive trial at the point of purchase.
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