# Flexitarian Food Collections 'Plant Kitchen' by Marks & Spencer's Supports Flexitarian Eating By Laura McQuarrie | Published 2019-01-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/plant-kitchen References: [retailgazette](https://www.retailgazette.co.uk/blog/2019/01/ms-launches-game-changing-vegan-range/) & [marksandspencer](https://www.marksandspencer.com/c/food-to-order/adventures-in-food/plant-kitchen) [Marks & Spencer](https://www.trendhunter.com/trends/nutrient-dense-range) recently launched its new vegan food range, Plant Kitchen, to meet the rising demands of consumers who are looking to explore [plant-based eating](https://www.trendhunter.com/trends/plantbased-food-range). From Mushroom Stroganoff and Roast Aubergine to the first-to-market vegan sourdough Margherita Pizza, Plant Kitchen offers a range of options that will suit vegans and vegetarians alike. However, the focus on Plant Kitchen is on all consumers, including those who adopt a "flexitarian" diet. As such, plenty of comforting dishes are included in the food product range, such as cauliflower popcorn with buffalo dip and cashew mac 'n' cheese. Plant Kitchen also introduces plenty of [meatless mains](https://www.trendhunter.com/trends/meat-free-made-easy-campaign) like the No Beef Burger and the No Pork "Sausoyges." With Plant Kitchen, Marks & Spencer implemented a labeling system for its own-brand vegan products to help shoppers avoid animal products and clearly identify the options that are plant-based. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 22% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Plant-based Eating:** The rising demand for plant-based food options presents opportunities for brands to develop innovative and sustainable products. - **Flexitarian Diet:** Creating food products that cater to flexitarian diets allows brands to tap into a larger market of consumers who are reducing their meat consumption. - **Vegan Food Range:** Developing a diverse range of vegan food options gives brands the chance to meet the growing demand from vegan and vegetarian consumers. ### Who This Affects Most - **Food Retail:** By offering plant-based and vegan food options, retailers can attract health-conscious customers and tap into the growing trend of plant-based eating. - **Food Manufacturing:** Investing in the production of plant-based food products allows manufacturers to capitalize on the rising demand for vegan and flexitarian-friendly options. - **Food Labeling:** Creating clear labeling systems for vegan and plant-based products assists consumers in making informed dietary choices and fosters trust in the brand. ## Related on Trend Hunter - [Private Label Flexitarian Foods](https://www.trendhunter.com/trends/waitrose-plantliving.md) - [Flexitarian Frozen Food Ranges](https://www.trendhunter.com/trends/frys-flexi-range.md) - [Flexitarian-Friendly Entrées](https://www.trendhunter.com/trends/vegetarian-frozen-entrees.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Plant-Rich Retailer Ready Meals](https://www.trendhunter.com/trends/waitrose-plantliving-range.md) - [Plant-Based Indian-Style Food Products](https://www.trendhunter.com/trends/pataks-plantbased-range.md) - [Expansive Plant-Based Meal Ranges](https://www.trendhunter.com/trends/bosh-range.md) - [Satisfying Plant-Based Meal Kits](https://www.trendhunter.com/trends/the-flavourists-plantbased-meal-kits.md)