UK brands collab to make alt-meat 'easy'

New UK marketing campaign aims to help Brits make switching to plant-based meals simple.

More than 50% of UK consumers say they want to cut back on eating conventional meat and dairy but only 43% feel confident cooking a meat-free meal. The solution may be "Meat Free Made Easy."

The new marketing campaign, coordinated by UK-based advocacy group Plant Futures, brings together more than 40 plant-based protein brands along with behavior-change theory…