Where Have All the Vegans Gone?

"For a few years, the sector was less about food and more about financial momentum. Venture capital poured into brands promising rapid disruption, and the quickest way to sell that story was through meat imitation it seemed. This was a hunch, and it was artificially amplified, and now it's failed, disastrously."

"The closer a product looked, bled and behaved like meat, the more investable it seemed, regardless of whether it actually moved the dial on health, sustainability or food quality, none of which were part of the original intent."

Plant-based food experienced explosive growth in the late 2010s with mainstream adoption of faux meats and vegan restaurant concepts across London. However, this trend has reversed significantly. Sales of plant-based food in Britain fell 4.5% in the year to January 2025, with major chains like Wagamama removing vegan items and Pret closing all dedicated vegan locations. Food consultant Amir Mousavi attributes this decline to artificial hype driven by venture capital investment focused on meat imitation rather than genuine health, sustainability, or food quality improvements. Many dedicated vegan restaurants opened during the boom have closed, including The Vurger Co, Rudy's Vegan Diner, and Halo Burger, reflecting a broader market correction.

Read at London On The Inside