FILTHY VEGANOMICS

As veganism gains in popularity, it is going through somewhat of a rebrand. Veganism used to be positioned as a ‘clean’ or ultra healthy option to lure in non-vegans at least, but as more and more people are switching to a
plant-based diets, guilt-free indulgences are needed to serve audiences as
plant-based diets go mainstream.

FRIENDLY FRIED CHICKEN
Atlas Munroe @ National Fried Chicken Festival, LA

At this year’s National Fried Chicken Festival in LA, food company Atlas Munroe took home 'the best' prize for its Cajun Fried Chicken and Waffles, despite being entirely meatless and being the only vegan plant-based eatery at the festival. The decision was made by Time’s Extra Crispy editor, Ryan Grim who reviewed fried chicken from all 35 vendors. Atlas Munroe’s 'chicken' is made entirely from wheat protein and covered in a batter flavoured by a signature blend of spices and has plans to open retail locations soon.

VEGAN WEEK
Great British Bake Off 2018

Tuesday 9th October saw popular weekly show Great British Bake Off do it’s very first vegan theme. The baking competition had contestants bake cakes that were free from all animal-derived products, but drew criticism from viewers, some of whom felt that the judges weren’t taking it seriously, others felt it wasn’t necessary or fair as none of the bakers were vegan with some viewers planning to boycott the episode ahead of its release. Regardless of opinions, the furore is showcasing that vegan food is shedding its previous image and the complexities and pluralities of its potential explored.

VEGAN JUNK
Biff’s Jack Shack, London

A food brand who provide self-described ‘filthy as f*ck’ vegan food, Biff’s Jack Shack tour markets, festivals and have their own standalone restaurant. Committed to providing junk food that is completely meat and dairy free, their offering is focused around jackfruit — a tropical fruit that has become popular amongst vegan foodies for it’s ability to be manipulated into burgers and other ‘meat-like’ foods.

43%
OF PEOPLE EAT LESS
MEAT THAN THEY USED
TO - IN PARTICULAR 36-45
YEAR OLDS AT 52%
I-AM (2018)
73%
OF PEOPLE HAVE
AVOIDED A RESTAURANT
DUE TO ITS LACK OF
NON-MEAT OPTIONS.
More Than Carrots (2018)
VEGANISM HAS SEEN A STAGGERING
700% GROWTH SINCE 2016. OVER
SEVEN MILLION BRITS ARE NOW
VEGETARIAN WITH AN AIM TO REDUCE
THEIR CARBON FOOTPRINT AND 80%
OF THEM WOULD RATHER GIVE UP MEAT
THAN GIVE UP THEIR CAR.
Compare the Market (2018)
90%
INCREASE IN VEGAN
SEARCHES ON GOOGLE
IN 2017.
Google (2018)

TAKEOUT

Changing the perception of vegan food, these eateries are expanding the repertoire of what a plant-based diet means and looks like.