Meat-Free Made Easy - ANZ Could Be Next ?

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The UK just hit launch on one of the boldest moves in plant-based yet - Meat-Free Made Easy. With over 40 brands on board, from Beyond Meat to Compass Group, the campaign aims to shift everyday eating habits through simple swaps, practical messaging, and collective muscle.

Now, Australia and New Zealand might be next.

Source: Indy Kaur -Meat-Free Made Easy

UK convener Indy Kaur confirms the campaign is already building momentum downunder. “Last year, we hosted a workshop with the ANZ Alternative Protein Council, plus V2 Foods, Fry’s, and Simplot. The response was overwhelmingly positive. The same barriers seen in the UK - confusion, taste doubts, inertia - showed up in Australia. That insight is shaping our rollout plans across ANZ.”

And the timing couldn’t be better. Despite all the talk, most shoppers still eyeball the meat-free shelf with suspicion. This isn’t about vegan purity or food sermons. It’s about making plant-based eating feel familiar, easy, and worth trying, one tasty swap at a time.

The local ecosystem is more than ready. Alongside familiar names like Fable, The Alternative Meat Co, FROOM and Vutter, a new generation is stepping up. Australia’s Harvest B is crafting whole-cut meats for chefs. Eighth Day Foods is all in on lupins. Ulu Hye is rethinking milk from concentrate. All G Foods is blending plant and cell-based platforms. And Fry Family Foods still holds down freezer real estate like a local hero.

In New Zealand, Feliz Wholefoods' Vutter is winning chefs, Grater Goods keeps deli culture alive, Angel Food holds the cheese line, and Chalmers Organics quietly delivers soy and hemp options.

The retail bridge is already there, New World, Farro, Four Square in NZ, IGA in Australia, plus a public increasingly open to flexitarian ideas. All that’s missing is coordination.

Meat-Free Made Easy isn’t a campaign. It’s a format, a blueprint for making meat-free feel normal. Less ideology, more invitation. And that, more than anything, is what is needed.

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