How brands can tap into the ‘flexitarian’ trend

When Jeremy Corbyn revealed last month that he’s eating more vegan food it attracted headlines and column inches in all the mainstream media. Why? Corbyn is currently ‘cool’, for one, but eating less meat is even moreso.
Ten years ago Brits that chose to eat only plants numbered 150,000; today it’s 542,000 (just over 1% of the population) according to the Vegan Society. Beyonce and Jay-Z, Brad Pitt and Mo Farah are among the celebrities to have thrust veganism into m