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Make plant dishes appealing

Menus are redesigned to ensure that the language and positioning on a menu encourages people to eat more plant-rich options and less and better meat.

Dishes centred on pulses, vegetables, fruit and nuts are very popular when they are appetising, in looks and description, and prominently displayed: 

  • Describe plant-rich dishes without using the words vegetarian, vegan, meat-free or healthy. Research shows this language can be off-putting. Descriptions associated with deliciousness and provenance can substantially increase sales.
  • Avoid segregating plant-based dishes and products into their own ‘alternative’ section. Display plant-based and vegetarian dishes prominently on menus.
  • Make meat special: refer to its origin, how it was produced, its quality.
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