veganmeatUP

When Indy Kaur launched Plant Futures in 2021, she wasn’t just starting a company -she was launching a movement. With nearly two decades of experience in food innovation, strategy, and retail (think Tesco, Cadbury, and Nestlé), Indy saw firsthand the barriers preventing mass adoption of plant-based foods. Instead of watching from the sidelines, she built an organisation dedicated to breaking those barriers.

Transforming the Industry from the Outside In

Plant Futures operates like a think tank meets action group, tackling the biggest roadblocks in plant-based adoption – from marketing struggles to consumer education gaps. Indy knew that retailers alone couldn’t drive demand, so she created a collective movement that unites brands, retailers, suppliers, NGOs, and policymakers to push the industry forward.

Cracking the Mass Market Code

For Indy, the challenge isn’t just about making better plant-based products – it’s about winning over “open omnivores”, the one-third of UK consumers interested in reducing meat but unsure where to start. Through behavioral research, consumer insight, and industry collaboration, Plant Futures is building the roadmap for plant-based to truly go mainstream.

And let’s talk about marketing – or the lack of it. Unlike meat and dairy, which benefit from massive industry-funded ad campaigns, plant-based brands have been left to fight for attention alone. Indy is on a mission to change that, pushing for a unified marketing strategy that educates, normalizes, and sells plant-based as the future of food.

The Road Ahead: More Than a Trend, A Revolution

Indy’s vision goes beyond vegan markets – she’s building an industry where plant-based eating is normal, easy, and delicious. With bold initiatives, deep consumer insights, and a collective approach, she’s ensuring that plant-based food isn’t just an alternative – it’s a necessity.

“We’re here to develop, design and offer solutions where we know plants play a key part of the solution to some of the UK’s health and planetary issues faced today” she says. And with leaders like Indy driving the change, that future is already taking shape.

Link to Plant Futures: https://www.plant-futures.com/