It’s difficult to tell if the recent wave of anti-vegan sentiment has affected the plant-based meat market, but denigrating the image of vegans has certainly gone mainstream.
Alongside negative comments about people who don’t eat meat by figures like Piers Morgan and Jeremy Clarkson, anti-vegan rhetoric has even slipped into political discourse: Suella Braverman recently referred to supporters of Just Stop Oil campaigners as “Guardian-reading, tofu-eating wokerati”. It seems our protein choices have become a surprisingly loaded issue.
