R E S U LT S A N D R E C O M M E N D AT I O N S FROM THE PROTEIN CHALLENGE
M E AT Y O U R M AT C H
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ABOUT HUBBUB We’re a charity that creates environmental campaigns to inspire greener, healthier lifestyles. Our Food hub tackles key dietary changes and habits that make a difference to our carbon footprint such as reducing food waste and meat consumption. We base our work on research and take an iterative, collaborative approach, so that we can improve our innovations over time. This report is intended to help you learn with us.
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CONTENTS
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Introduction
About
Measurement
Ambition, the need and approach.
Objectives and participant journey.
Measures, methods and recording progress.
Pg. 4
Pg. 9
Pg. 13
Results
Conclusion
Protein totals, physique, performance, and changing hearts and minds.
Recommendations and resources.
Pg. 20
Pg. 60
1 INTRODUCTION 4
OUR AMBITION In the UK, men are the greatest consumers of meat, often seeing it as the ultimate source of protein. This alongside a craze for whey based nutrition shakes is damaging to their health and the planet. The Meat Your Match Protein Challenge trialled a new approach to addressing the barriers to men’s consumption of plant-based protein, investigating the effects of a positive peer-supported campaign on participants’ health and wellbeing and their perceptions of protein sources. In this report, we share what we did, what we found and what could come next. It follows from our 2016 Protein Pressures research and is the first of our targeted campaigns to support a transition to diets higher in plant protein. Get in touch to find out how you could be involved hello@hubbub.org.uk
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THE NEED Animal agriculture is damaging to our health and the planet. Co2
$1.6 trillion
14.5%
Health
Global meat and dairy production is predicted to double by 2050 due to population growth and a rise in living standards. The public health and environmental expenses associated with this increased demand could be up to $1.6 trillion globally by 2050.
According to the UN, 14.5% of total greenhouse gas emissions relates to meat and dairy production. Reducing consumption of meat-based protein is essential to meet the carbon emission targets set out in the Paris Agreement.
High levels of meat consumption are linked to heart disease, type 2 diabetes and cancers. The NHS recommends natural proteins over the use of sports supplements which are proving to have a number of health side effects.
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A M E AT Y ISSUE We live in a time of ‘protein fever’ where it is possible to buy a ‘protein fortified’ Mars Bar, flapjack or beer. In the words of a 2017 BBC documentary on the issue: ‘anything with the word protein on it will sell’. Beyond protein fortified products, it is meat that is synonymous with strength, natural protein and muscle. Many people are unaware of the naturally occurring protein in plants. This is leading to health issues, particularly among men. High meat diets are linked to heart disease, cancers and type 2 diabetes. Protein fortified sports supplements are increasingly being linked to kidney failure, osteoporosis and other physical and psychological issues. According to the NHS, the number of adult men admitted to hospital with an eating disorder has risen by 70% over the past six years. Cutting our meat and dairy intake by 50 per cent by 2050 is an important way to stop the worst effects of climate change, and the best way to alleviate a raft of associated health issues.1
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HUBBUB’S APPROACH PROTEIN PRESSURES We recognise that there are significant and diverse drivers behind meat intensive diets but also that there is a real need to shift our diets. In 2016 we took on a research partnership with the University of Southampton to explore the best approach for us. This was followed by consultations with behaviour change and communications experts and companies acting in the space. Our ‘Protein Pressures’ research identified an opportunity to raise awareness of plant-based proteins and their benefits, and in turn, increase people’s skills in preparing these foods in a way that is affordable, delicious, healthy and culturally acceptable. The research also highlighted the need for targeted approaches designed for a specific audience. This research along with Hubbub’s experience of successful lifestyle and behavioural interventions shaped the design of Meat Your Match. Meat Your Match was run in collaboration with BaxterStorey with support from the Wellcome Trust.
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FA C T O R S F O R S U C C E S S 1. Target consumers of high levels of meat 2. Maximise peer support 3. Make incentives for change relatable, positive and aligned with audience interests 4. Set clear goals and milestones 5. Make the chance easily acceptable and fitting with existing patterns or lifestyle choices 6. Focus on what is gained, not given up Our goal was to halve meat consumption, which aligns with meat reduction targets to live within planetary boundaries, but without making participants feel deprived of any foods.
2 A B O U T M E AT Y O U R M AT C H 9
OBJECTIVES Can a cohort of athletic, body conscious 24-40 year old men switch out 50% of the meat protein they typically consume for plant protein sources? How can this be incentivised and supported? The aim of the pilot was to trial a set of behaviour change techniques and messages to determine how Hubbub can support people in making a shift to a more sustainable, less meat-reliant diet.
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PA R T I C I PA N T JOURNEY The 18 participants were self-selected following an invitation to all male employees aged 24-40 at a Nationwide main office of approximately 6,000 employees. By taking on the challenge the 18 participants committed to strive to halve their meat-based protein and replace it with plant-based protein over an 8-week period. Each participant was given bespoke dietary advice and meal suggestions based on their individual preferences, health and goals. The trial involved logging meals and activity levels, attending a consultation with a Nutritional Practitioner before and after the challenge period and filling in surveys at intervals. Additional support offered included:
• Plant-based fitness talk with the Plant-Based Personal Trainer (theplantpoweredpt.com/aboutadam).
• Supply of plant-based protein bars and drinks from Tribe and Nuzest (nuzest.co.uk).
• (wearetribe.co) Ongoing support from the Hubbub team via
closed WhatsApp group, Facebook group, email and phone.
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THE JOURNEY 1 2 3
SET UP
8 WEEK CHALLENGE PERIOD
RECRUITMENT
Baseline fortnight – wear Garmin, log meals, plot HRV
Inception personal consultation
Wear Garmin, log meals, plot HRV - ongoing support via WhatsApp group, Facebook, email correspondence
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Application form
FOLLOW UP
Successful applicants notified with first survey and contract
Talk from Plant Based Personal Trainer and Tribe UK
Mid project check in calls
2 month follow up survey
Final personal consultation
Meal plan and recipe book – group discussion
Exit interviews – some filmed and online exit survey
3 MEASUREMENT 13
I N D I C AT O R S • Changes in physical health and fitness including blood
pressure, heart rate variability (HRV), weight, BMI and muscle mass
• Changes in wellbeing including stress levels and sleep quality • Changes in perceptions of plant based protein and animal based protein
• Changes in acceptability of a lower meat diet • The value of peer to peer support, and the readiness to share • • • •
the diet with others
Perceptions of the cost of shifting to a less meat heavy diet Changes in cooking confidence Where participants got their information on health and fitness The effectiveness of the approach including the value of setting a challenge with clear goals in promoting dietary change
• The effectiveness of the chosen messaging in engaging male gym users in making this shift
• The likelihood of, and drivers for, retaining new dietary habits
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COLLECTING D ATA The results were captured through the following measurement:
• Induction survey and recruitment form • Initial consultation with Nutritional Practitioner who assessed blood pressure, HRV, weight, BMI and muscle mass
• Meal Records. Participants logged what they ate every day for 10 • • • • • • •
weeks (including a 2-weeks baseline). Hubbub then calculated the grams of protein per source (meat/dairy/plant) per day Garmin data (VO2 max, Steps, Sleep, Stress and resting heart rate) Heart Rate Variability data via a HRV chest strap Transcript from WhatsApp Group and Facebook group Midway and exit telephone call or face to face interview with Hubbub Follow-up consultation with Nutritional Practitioner Exit questionnaire Follow up questionnaire two months after completing the challenge
Not all data sets were complete and we have indicated where this is the case. We also recognise there are a number of variables beyond our control that may have influenced participant health and wellbeing.
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METHODS The participants were relatively active with more than half doing more than 4 hours of moderate/intense activity per week, and everyone doing at least 1 – 2 hours of moderate/intense activity per week. The majority focused on strength training, followed by cardio and endurance training. The group was a mix of married and single, and from different departments and buildings. Three participants were active competitively in addition to busy work and social lives. Participants attended two face-to-face consultations at the start and end of the trial. Anthropometric data was recorded during both consultations, as well as general health information and any specific requirements determined. Participants were given a choice between being given a specific meal plan for the duration or general nutrition information to follow to allow for more flexibility. Without exception all chose the latter option. Following the first consultation, each participant received a nutrition plan detailing their daily total protein target as well as targets for plant based protein and animal derived protein. Daily protein targets were set for individual participants according to need, taking into account the EU Population Reference Intake (PRI) for healthy adults of all ages (0.83 g protein/kg body weight per day) and additional protein intake given the above-average physical 16
activity of the cohort.2 Considering the nature and type of physical activity, as well as the individuals’ stated desires and goals in relation to lean muscle mass or endurance requirements, levels higher than the PRI were agreed during consultations, these typically being between 1 and up to 1.2 g protein/kg body weight (see Table 1). The nutrition plan, based on the Alliance for Natural Health International Food4Health guidelines3, also included individualised recommendations for healthy fat intake, eating a ‘rainbow’ of vegetables and fruits daily (i.e. including the daily the six colours of the phytonutrient spectrum, namely green, red, orange, yellow, blue/black/purple and white/tan) with eating and cooking guidance. Each individualised nutrition plan was also designed to encourage metabolic flexibility through providing both macroand micro-nutrients in sufficient quantities for each subject to flourish. Metabolic flexibility refers to the capacity to adapt to, and burn (oxidise) as efficiently as possible, the various fuels (carbohydrates, fats, ketones, protein) available to the body.6 Someone who has developed metabolic flexibility may therefore be able to handle a more variable diet and can burn fats effectively, these being the richest sources of energy for the body.
RECORDING PROGRESS To record their activity levels and incentivise participation, each participant received a Garmin Vivosmart 3 and a HRV chest strap RRP £130. The participants were asked to log their meals and wear the Garmin for the duration of the challenge. They were encouraged to record their ‘heart rate variability’ at regular intervals. Before the challenge period commenced, the participants were asked to record their meals and wear the Garmin for two weeks. This formed the baseline for the evaluation. Whilst this was a pilot, the data collection actually exceeded that of both the UK’s National Diet and Nutrition Survey (NDNS) and the US National Health and Nutrition Examination Survey (NHANES), in which data are gathered solely from telephone interviews based on recall of consumption patterns over one or two days. Here, participants received a far more personalised experience that included in-person consultations, a group meeting, a midchallenge phone call and private Facebook and Whatsapp groups, alongside the use of surveys, food diaries and a photographic record of meals. 5 participants did exit interviews to camera and the experience of the Nutritional Practitioner was also recorded on film.
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EXAMPLE BASELINE MEAL PLAN 1 M O N D AY
T U E S D AY
B R E A K FA S T
• 1x bowl of bran flakes and a banana
LIGHT MEAL
MAIN MEAL
SNACK 1
W E D N E S D AY
T H U R S D AY
F R I D AY
S AT U R D AY
S U N D AY
• Bran flakes and banana
• Bran flakes and banana
• 1 sausage, 1 hash brown, 1 bacon rasher, 1 small portion of baked beans
• Bran flakes & banana
• 1x Tribe chia cocoa nibs 10g protein bar • 1x Bowl of bran flakes cereal + banana
• 1x bowl of bran flakes with banana and a scoop of raspberry protein powder
• Rice, green veg, green pesto and lean beef mince
• Chicken and bacon sandwich brown bread and bag of crisps
• Turkey club sandwich and small portion of chips
• Ham and tomato brown bread sandwich
• BLT sandwich and bag of crisps
• 3 egg red leicester cheese & ham omelette cooked with a knob of butter and dash of olive oil -+ bbq sauce to dip
• 1x 4 egg cheese and ham omelette
• 3 egg cheese and ham omelette
• Chicken and green veg rice
• Rice, chicken and veg with green pesto
• Beef mince, rice, kidney beans and green beans
• Portion of chips and 3 egg cheese and ham omelette
• 2x Beef burger • Cheese • Brioche bun
• 1 slice of cheese on toast
•
1 chocolate cup cake
SNACK 2
F I G U R E 1 . Sample from 2 week baseline meal plans of participant X
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•
Choc ice
•
Crisps
•
Handful of nuts and raisins
EXAMPLE BASELINE MEAL PLAN 2 M O N D AY • •
B R E A K FA S T
LIGHT MEAL
MAIN MEAL
SNACK 1
T U E S D AY
• Cheese Sandwich (Wholemeal)
Homemade Pizza: 250g wholemeal flour • Half tin plum tomatoes • 150ml water • 50g pepperoni • 70g cheese • Olives • Bowl of Alpen • Almond and Coconut Milk
Bowl of Alpen Almond and Coconut Milk
• Cheese Sandwich (Wholemeal)
• • • • • • • •
Basa Fillet (130g) Spinach (200g) Ricotta (125g) 2 eggs Baked Polenta (250g) 1/3 Cucumber 1 Pepper 5 cherry tomatoes
• 2 Oat bars
W E D N E S D AY • •
• • • • •
Bowl of Alpen Almond and Coconut Milk Tuna (Half tin) Cous Cous (50g) Apple (average) Banana (average) Oat bar
T H U R S D AY • •
• • • • •
Bowl of Alpen Almond and Coconut Milk Tuna (Half tin) Cous Cous (50g) Apple (average) Banana (average) Oat bar
F R I D AY • •
• • • • •
Bowl of Alpen Almond and Coconut Milk
•
S U N D AY
Cheese Sandwich (Wholemeal)
Tuna (Half tin) Cous Cous (50g) Apple (average) Banana (average) Oat bar
• • • •
Tuna (Half tin) Cous Cous (50g) Apple (average) Banana (average)
• • • •
Tuna (Half tin) Cous Cous (50g) Apple (average) Banana (average)
Basa Fillet (130g) Baked Polenta (250g) 1/3 Cucumber 1 Pepper 5 cherry tomatoes
• • • • • • • •
Basa Fillet (130g) Spinach (200g) Ricotta (125g) 2 eggs Baked Polenta (250g) 1/3 Cucumber 1 Pepper 5 cherry tomatoes
• Homemade Lasagne
• Peanut Butter Sandwich (Wholemeal)
• Homemade Lasagne • 2/3 Cucumber • 1 Pepper
• • • • •
• Peanut Butter Sandwich (Wholemeal)
• Peanut Butter Sandwich (Wholemeal)
• Peanut Butter Sandwich (Wholemeal)
• White Pita Bread (1 piece)
F I G U R E 2 . Sample from 2 week baseline meal plans of participant Y
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S AT U R D AY
• 2 wholemeal toast and peanut butter
4 R E S U LT S A N D DISCUSSION 20
H E A D L I N E R E S U LT S
The results suggest an overall improvement in general fitness, digestive health, stress levels and sleep quality. All participants introduced new and nutrient diverse foods into their diets, and:
86% participants
stated they are very likely or likely to continue to reduce their meat consumption after completing the challenge. The same cohort had continued to reduce their meat consumption after 2 months.
Feeling good
All participants reported a positive impact on wellbeing, concentration and energy levels.
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41.5%
of respondents were very likely or likely to order a vegetarian meal when eating out with friends, an increase from an initial 5.56%.
100% positive
All participants talked positively to others about the trial, reporting the challenge had ‘spoken to them’ and was not ‘too hippy’ or ‘vegetarian’.
80% would recommend
a friend or colleague to take part if the challenge was repeated.
80% cut meet by half
80% of participants reduced the proportion of meat in their diet by over 50%.
WHERE THE HEADLINES CAME FROM • 15 / 18 participants stayed engaged throughout the challenge period. 3 dropped out due to a new baby, high levels of work commitments and theft of equipment.
• 17/18 completed the exit survey, 15/17 completed the 2-months follow up survey.
• Of the 15 participants, 10 completed the meal plans, 8 completed it to the degree of detail needed for full nutritional analysis.
• 10 wore their Garmin throughout the trial providing
information on hours of sleep, stress levels, resting heart rate, VO2 max and steps per day.
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EXAMPLE CHALLENGE MEAL PLAN 1 WEEK: 9 TH - 1 5 TH APRIL
M O N D AY
T U E S D AY
B R E A K FA S T
• Pea protein shake
• Pea protein shake
• Pea protein shake and bran flakes
• Protein pancakes
• Bran flakes
• Banana and blueberry smoothie
• Porridge
• Brown ham and cheese sandwhich
• • • • • •
• Pasta salad, tomato courgettes and red pepper
• Chicken sandwich
• Avocado on toast
• Vegetable chilli
• Spinach, tomato 3 egg omelette cooked with a dash of olive oil
• Butternut squash and chickpea curry
• Veggie burger, potato Tuna steak potato and beans
• Veggie burger, potato wedges
• Risotto and butternut squash
• Vegetable chilli
LIGHT MEAL
• Tuna melt panini
MAIN MEAL
• Kale, roasted cauliflower bowl
SNACK 1
•
Small bag of crisps
•
Apple
W E D N E S D AY
•
Tofu brown rice avocado cucumber edamame beans Beetroot
Banana
T H U R S D AY
•
Apple
F R I D AY
•
Protein shake
F I G U R E 3 . Sample from 8 week challenge meal plans of participant X.
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S AT U R D AY
•
Green smoothie
S U N D AY
•
Banana
EXAMPLE CHALLENGE MEAL PLAN 2 M O N D AY
T U E S D AY
W E D N E S D AY
T H U R S D AY
F R I D AY
S AT U R D AY
S U N D AY
B R E A K FA S T
• 2 piece of wholemeal toast • 1 tbsp jam • 50g porridge oats • Pinch of cinnamon powder • tbsp honey
• 2 piece of wholemeal toast • 1 tbsp jam • 50g porridge oats • Pinch of cinnamon powder • tbsp honey
• 2 piece of wholemeal toast • 1 tbsp jam • 50g porridge oats • Pinch of cinnamon powder • tbsp honey
• 4 piece of wholemeal toast • 2 tbsp jam • 50g porridge oats • Pinch of cinnamon powder • Tbsp honey
• 2 piece of wholemeal toast • 1 tbsp jam • 50g porridge oats • Pinch of cinnamon powder • Tbsp honey
• None
• Red apple • Banana
LIGHT MEAL
• • • • • •
• • • • •
• 50g cous cous • 1 yellow pepper • Red apple
• • • •
• 50g cous cous • Tin of tuna • Red apple
• 2 wholemeal wraps • 1 tbsp peanut butter • Small handful of cheese
• 2 wholemeal wraps • 1 tbsp peanut butter • small handful of cheese
MAIN MEAL
SNACK 1
6 cherry tomatoes 1 yellow pepper Half a cucumber Red apple Green apple Banana
Homemade Lasagne: • 170g beef mince • Bolagnaise sauce • 3 sheets of lasagne • Bechamel sauce
6 cherry tomatoes 1 red pepper Half a cucumber Red apple Banana
Vegetable Cottage Pie: • 47g carrot • 29g celery • 25g white onion • 1/6 egg • 17g brocolli • 28g peas • 133g sweet potato • 25g red split lentils • 50g quorn mince • 33g chilli cottage cheese • 1/3 Tbsp tomato puree • 50ml passata • (Spices include: Sage, Garlic pepper, Thyme, black pepper)
Vegetarian Curry: • 36g yellow split peas • 59g onion (red and white) • 36g red split lentils • 1g fresh garlic • 22g mushrooms • 36g green beans • 29g kale • 58g chickpeas • 29ml coconut milk • 41g korma curry paste • 29g spinach • (Spices include: Garlic pepper, corriander, black pepper)
•
Homemade Flapjack
•
Homemade Flapjack
•
Homemade Flapjack
•
None
•
None
•
None
50g cous cous Tin of tuna Red apple Banana
• BBQ Ribs • French fries • Mixed salad
Vegetable Chilli: • 42g sweet potato • 58g onion (red and white) • 2g fresh garlic • 14g celery • 63g carrot • 30g red pepper • 28g mushroom • 60g baked beans • 40g kidney beans • 40g black-eyed beans • 40g borlotti beans • 1/6 tin of chopped tomato • (Spices: corriander, cumin, smoked paprika, cinammon, cajun)
•
Homemade Flapjack
•
Homemade Flapjack
•
None
•
Tribe Protein Bar
F I G U R E 4 . Sample from 8 week challenge meal plans of participant Y.
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Homemade Pizza: • 150g wholemeal flour • Half tin plum tomatoes • 120ml water • Olive Oil • Dried yeast • 50g cheese
Vegetable Dhal: • 100g yellow split peas • 80g red split lentils • 160g chickpeas • 1/2 tbsp tomato puree • 50g onion (white) • 1g fresh garlic • 1g fresh ginger • 100ml vegetable stock • 200ml hot water • 30g spinach • (Spices include: garlic pepper, cumin, zahiri, paprika)
•
Homemade Flapjack
•
Alpen Cereal and Coconut Milk
•
Alpen Cereal and Coconut Milk
•
None
PROTEIN CONSUMPTION Based on 10 participants who completed full meal plans pre and during the trial. Protein types = meat, dairy, plant based
Change in proportion of protein types in diet • On average participants increased the proportion of plant
based proteins in their diet by 38.1% with a range of 39.6 from 15.5% to 55%
• On average participants increased the proportion of dairy
based proteins by in their diet 0.3% with a range of 22 from -13.5% to 8.5%
• On average participants decreased the proportion of meat
based proteins in their diet by 38.2% with a range of 51 from -64 to -13. This is almost identical to the average increase in plant based protein
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Change in grams of protein types in diet On average participants increased their plant based proteins by 164g per week with a range of 224 from 52g to 276g
• On average participants decreased their dairy based proteins by 18.3g per week with a range of 294 from -218g to 74g
• On average participants decreased their meat based proteins by 205.g per week with a range of 287 from -329 to -42g
• On average participants decreased their total protein
consumption by 86.15 per week with a range of 173 from -195.5 to -22.5
Percentage change in protein type per week • On average participants increased the plant based protein in their diet by 173% with a range of 294 from 42 to 336%
• On average participants increased the dairy based protein in their diet by 21% with a range of 119 from -59 - 60%
• On average participants decreased the meat based protein in their diet by 71% with a range of 63 from -100 to -37
• On average participants decreased the total protein in their 26
M E A N P R O T E I N I N TA K E ( G ) AT B A S E L I N E P E R P E R S O N P E R D AY 90
80
60
40
20
0
Subject 1
Subject 2
Subject 3
Subject 4
Subject 5
Subject 6
Subject 7
Protein (g) from plant based sources
Protein (g) from dairy based sources
Protein (g) from meat based sources Total protein (g)
Protein (g) from animal (dairy+meat) based sources
Subject 8
F I G U R E 5 . Mean daily protein intake from plant-based protein, animal-derived protein (with and without dairy) and total protein for each of 8 subjects during baseline (pre-challenge) assessments. [Error bars refer to standard errors of means].
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M E A N C H A N G E S I N D A I LY P R O T E I N I N TA K E ( G ) P E R P E R S O N (BETWEEN CHALLENGE PERIOD AND BASELINE) 60
40
20
0
-20
-40
-60
Subject 1
Subject 2
Subject 3
Subject 4
Subject 5
Subject 6
Subject 7
Subject 8
Change in protein (g) from plant based sources
Change in protein (g) from dairy based sources
Change in protein (g) from meat based sources Change in total protein (g)
Change in protein (g) from animal (dairy+meat) based sources
F I G U R E 6 . Mean changes in daily protein intake of plant-based protein, animal-derived protein (with and without dairy) and total protein for each of 8 subjects per subject between baseline and the challenge period. [Error bars refer to standard errors of means].
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PROTEIN CONSUMPTION All subjects, without exception, significantly increased their protein intake from plant-based sources (see Figs. 7). Only one subject (subject ID 2; Table 1) exceeded the UK population mean protein intake for men (87.4 g/day) as found in the most recent National Diet and Nutrition Survey (NDNS) in the UK (2014-16, Years 7 and 8).4 Three subjects (ID 1,6 and 8) consumed protein at intake levels that exceeded 20g less than the PRI. Only a single subject (ID 4) increased total protein intake and there was an average decrease in total protein intake across all the other subjects (Table 2). The EU PRI for protein was assessed and published by the European Food Safety Authority (EFSA) in 2012 and represents the amount that is considered adequate in healthy adults of all ages to ensure that the basic nutrition needs of nearly all the population (97.5%) are being met. However, it does not take into account individual requirements where activity levels or lifestyles benefit from above-average requirements. Hence, Table 1 shows two additional reference levels; ‘low optimal’ based on 1g protein/kg bw and ‘optimal’ based on 1.2g/kg bw for each subject.
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SUBJECT ID
AGE
1
R E F E R E N C E I N T A K E S F O R D A I LY P R O T E I N I N T A K E PRI (0.83g protein/kg bw)
Low optimal (1.0g protein/kg bw)
Optimal (1.2g protein/kg bw)
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81.1
97.7
117.2
2
27
58.9
71.0
85.2
3
39
61.1
73.6
88.3
4
32
67.3
81.1
97.3
5
33
70.2
84.6
101.5
6
28
60.0
72.3
86.8
7
31
58.5
70.5
84.6
T A B L E 1 . Reference and target intakes: EU population reference intake (PRI), ‘low optimal’ and ‘optimal’ daily protein intake per subject (based on individual body weights).
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M E A N C H A N G E I N A N T H R O P O M E T R I C D ATA FOR ALL SUBJECTS BETWEEN CHALLENGE BASELINE AND ENDPOINT 2.287 2 1.375 1.150 1
0.110 0
Chest (cm)
Hips (cm)
Waist (cm)
Weight (kg)
0.197 Muscle Mass (kg)
0.025 Body Fat (%) -0.363
Visceral Fat -0.063
Bone Mass (kg)
Body Water (%)
Metabolic Age
0.000
0.050
Physique Rating
BMI
-0.250
-1
-2
-2.400 -3
F I G U R E 7 . Mean changes in anthropometric criteria between baseline and challenge endpoint.
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None of the participants achieved either the ‘low optimal’ or ‘optimal’ protein intake targets (Table 1) represented in their nutrition plans during the challenge period. Anthropometric data from the 8 subjects revealed little change in most parameters (Figure 3), with the exception of substantial measured changes in chest and hip circumference as well as body water % (increases) and a marked decrease in waist circumference. Waist circumference (WC) is the best simple index of fat distribution.
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Mean total protein Difference (g) per day at baseto PRI (g) line
Mean total protein (g) per day over challenge period
Difference to PRI (g)
9
61
-21
98
39
96
37
38
67
6
50
-11
4
32
63
-4
72
5
5
33
95
25
78
8
6
28
39
-21
32
-28
7
31
91
32
78
19
8
25
80
-9
61
-28
Subject ID
Age
1
27
90
2
27
3
A KNOWLEDGE GAP The common motive for participation was a desire to learn more about healthy eating whilst making additional performance gains or improvements to their physique. All participants successfully managed to reduce their meat intake significantly, and the minimum was a 37% reduction in the proportion of meat based protein. However more support was needed in helping them to replace this with sources of plant based protein than anticipated. While participants had data on plant based proteins to hand, many simply swapped meat for low protein vegetables without reference. Whilst the target objective for the pilot was met successfully, there were a number of challenges that prevented the subjects from deriving some of the additional intended health (and metabolic) benefits from their personalised nutrition plans. It became clear as the trial progressed that there was a significant lack of nutrition knowledge amongst the subjects. Even basic knowledge of macro-nutrients (protein, fats, carbohydrates) was lacking in most cases. Extra time with the participants to ensure that they understood the diet plans would have been of use.
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U N D E R S TA N D I N G PROTEIN Education is an important factor. Importantly, it was not well recognised that different forms of ‘protein’ do not respond in the same way in different individuals. Animal proteins and vegetable proteins can have markedly different primary structures, including their total number, composition, and order of amino acid residues (amino acid profiles). Plant proteins tend to be less well absorbed with lower digestibility than most animal sources (dairy especially).7 Some plant proteins may be ‘incomplete’ in that they do not offer all of the 9 essential amino acids. Accordingly, to cater for this limitation, the quantity and variety of plant proteins is an important consideration in order to ensure as good a spread of essential and semi-essential amino acids as possible.8 Equally, values based on nitrogen assimilation are ascribed to protein. The highest values are typically from dairy (assuming no intolerance) and meat, with lower values from vegetable sources of protein. Humans gain the nitrogen we need through our food and therefore it is necessary to ensure adequate levels of plant based protein if cutting down on meat and dairy.
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PHYSIQUE AND PERFORMANCE While these key points above were communicated to participants, there was insufficient time available for adequate nutrition education before the challenge period began. As a result, despite all subjects requesting a nutrition plan that allowed for maximum flexibility, they did not generally possess sufficient basic knowledge to adhere tightly to their plans. They also found themselves time challenged when it came to cooking, shopping, meal planning and making their protein calculations. The resulting ‘free styling’ with their nutrition is likely at the heart of why the data shows such a substantial reduction in daily protein intake, which in half the subjects brought them below even the PRI during the challenge period. However, despite a slight reduction in the protein in the diets of many in the challenge, there was a unanimous consensus among participants that they ‘felt better’ and a large proportion were boastful of the changes to their physique and metabolic age. Alongside a reduction in meat consumption, we can attribute this to a greater diversity of diet, and the opportunity that the challenge provided to focus on health.
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DIVERSITY OF DIET Apart from the successful substitution of plant proteins for animal proteins, all subjects made concerted efforts to increase their dietary diversity by eating a ‘rainbow’ of plant-based colours each day. Baseline data and the initial consultation revealed a significant lack of diversity in the subjects’ diets with most eating the same foods week in and week out leading up to the trial. There is good evidence that nutrient and food diversity reduces the risk of chronic diseases while also building resilience, wellness and vitality in individuals.10 The rainbow-based diversity message was a simple one and accompanied by engaging pocket guides.11 The success of this message demonstrates how important it is to simplify complex messages in future trials involving nutrition.
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M.O.T FOR ME Interestingly, the challenge seemed to act as an opportunity for the participants to assess their general health and wellbeing. For example, many reported that they had started to cut down on sugar and alcohol, and been drinking more water during the challenge. “The challenge is a good opportunity to rethink what I’m putting in my body”. One participant gave up eating chocolate and sweets during the trial. Another stated in their mid project call that “Prior, I would have had dinner but then would eat loads of chocolate bars, now I just don’t feel like I want to.” This unexpected outcome led to a general improvement in health and wellbeing for the majority of the participants and alongside a shift to a healthier diet, participants reported an increase in energy levels, stating “My energy and wellbeing felt better from an improved diet.” “My energy levels felt consistent throughout the day.” “I have more energy in the mornings.”
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A MINDSET SHIFT Perhaps as significant as the physical changes that the participants experienced during the challenge, is the change it has caused in their attitude towards meat, lower meat diets and their effect on planetary and human health. The following section discusses these changes and how the challenge was able to support them. In the two month follow up survey we asked participants: “What’s the main thing that’s stuck with you about the challenge?” The responses are outlined on the following page.
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“The challenge is a good opportunity to rethink what I’m putting in my body.”
W H AT ’ S T H E M A I N T H I N G T H AT ’ S S T U C K WITH YOU SINCE THE CHALLENGE? “Exploring with different vegetables with every dish, although I’ve not cut down completely on meat I do find myself more likely to replace it now.”
“Trying new variety of foods and power foods.”
“The impact eating meat has on the environment.”
“Eat the rainbow.”
“The enjoyment and variety of food that you can have that doesn’t have to contain meat.”
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“The variety of plant based protein sources.”
“The need for protein if exercising and to try and have some meat free meals.”
“Trying vegan products (I really do much prefer the protein powders and so on), reducing dairy, eating varied veggies, eating less red meat, drinking teas.”
“Meat isn’t the only source of protein.”
“Non-meat dishes can be worth eating.”
“Just being conscious of meat consumption.”
“Batch cooking (as its easier with vegetables and cost), eating a lot more fruit and vegetables, and trying to eat most colours of the rainbow.”
C H A N G E I N H O W PA R T I C I PA N T S R A N K E D P L A N T- B A S E D I T E M S A S H I G H I N P R O T E I N Participants were asked to rate the level of protein in different food prior and after the challenge. Comparing the responses suggests that taking part in the challenge increased understanding of where plantbased protein can be found and participants often shared new found knowledge on the online social platforms. Feedback suggests that the challenge exposed participants to novel ingredients and recipes. The most popular plant-based products to enter diets included nuts, seeds, sweet potato, falafel, mushrooms and hummus.
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14 11 7 4 0
Eggs
Broccoli
Oats
Pre Challenge Survey
Nuts
Soya
Avocado
Post Challenge Survey
Seeds
Grains
KEEPING UP A-PEER-ANCES THE VALUE OF PEER TO PEER S U P P O R T, A N D T H E R E A D I N E S S T O SHARE THE DIET WITH OTHERS The degree to which the participants took support from their peers depended on personalities, pre-existing friendships and shared fitness objectives. For example, the group involved a tight knit group of runners who spoke to one another, shared tips and were highly competitive about whose fitness, physique and metabolic age changed as a result of the project. Another group used the gym and exchanged notes while working out. When questioned on the role of peer support during mid project and exit interviews, the majority said that they could have done the trial without the support of others but the fact that they knew others were doing it kept them motivated. The Whatsapp group chat and Garmin served as mnemonics. Several mentioned that seeing notifications or a Garmin on their wrist helped them to remember that they are a part of something. The participants felt confident doing independent research and it was the simple reminding that there was the expectation of others to complete the challenge that was more 41
effective than the advice of others in completing the challenge. That said, many mentioned that they had seen the meals of others on the Whatsapp group and that this had motivated them. The Whatsapp group also served as a space to air any significant changes in health or worries and we found that the participants were discussing changes in energy levels, flatulence, and consumption of water and sugar.
S U P P O R T F R O M F A M I LY A N D F R I E N D S Participants were asked if they’d derived any support from family and friends. Feedback suggests that bringing partners and family members on board made it easier to complete the challenge, particularly for households that share the cooking. 16/18 participants were in relationships and involved their partners and families, in order to build their own external support networks.
EFFECTIVENESS OF D I F F E R E N T S TA K E H O L D E R S IN PROVIDING LIFESTYLE SUPPORT We wanted to understand where the target audience get their diet and fitness information from. The survey responses suggest that the participants value Gyms and Personal Trainers as trusted sources for fitness and dietary advice. The survey also asked participants to list specific platforms or websites that they go to for fitness and dietary advice. This included Pinterest, YouTube, Body Coach, BBC Good Food, Jamie Oliver. At the start of the challenge period, Hubbub arranged a talk for participants with plant-based personal trainer Adam Stansbury and long distance runners, Tribe. Resources were shared following the talk and a number of participants followed up with him independently. Having someone that had been on their journey and looked well on it was important to them.
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A DESIRE TO SHARE The challenge acted as a conversation starter with nearly all participants saying that they had often or sometimes spoken about it with family and friends. When asked to elaborate on what they said about the trial, the participants responded that:
“A lot of people were interested in the challenge and how I was finding it. A lot of discussions regarding how I was getting sufficient protein.”
“Briefly outlined the challenge, and the aim of replacing meat with plant based protein. Most are surprised that this is doable.”
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“A lot of my friends and family wanted to understand why I’m doing it. Plus, they were interested in the impact it had on my performance. I think the majority of people I talk to like the idea of the challenge, but, actually doing it seems like a task, even though really when doing it, it’s not as difficult as it seems. I remember saying it to my partners parents and the first thing they said. Was ‘oh what are we going to feed you’.... As if not eating meat meant I don’t eat anything. It was a good topic of conversation - around how not every meal needs meat, and it has opened their eyes to other recipes.”
“I’ve told people that I felt good making the change, I have reduced dairy, varied my fruits/veg and more aware of the protein sources within foods.”
“I’ve told my friends and family how I feel less bloated and (about) some (of the) nice food I tried and some other stuff they can try.”
“The enjoyment and variety of food that you can have that doesn’t have to contain meat. Also, the realisation that I need to eat more at lunch during the day”
“It has helped me be more health conscious.”
“I speak highly of the alternative options available.”
“It’s been a positive message. I feel more awake and barely ever eat meat at home now.”
“I didn’t go into too much details about the environmental benefit as I know that wouldn’t be a factor that would change their mind, I talked more about the general feeling of healthiness and the way that it’s good for weight loss or if you want to achieve a certain training goal like increase speed over endurance. Especially one of my mates wanted to lose weight from his legs and I showed him the outcome from my experience and how I lost weight from my legs, so, might be something worth considering. Majority of my friends and family now do vegetarian during the week, with meat at the weekend and this came from the awareness of this challenge.“
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“I’ve told friends that it felt good and that if I felt I were able to have the time to prepare food to sustain my protein levels with meat reduction it is something that I would do.”
“That it was a challenge, that I feel better for it, that there are certainly teething issues to changing your diet but I would recommend it to those who are not comfortable with their current diet.”
“I have told them how I feel less bloated and some nice food I tried and some other stuff they can try.”
BEYOND ME Meat Your Match introduced new foods to participants, but it also introduced many participants to the environmental agenda. Only one of the participants was able to make the link between animal agriculture and climate change at the start of the trial. Our Protein Pressures research suggested that environmental and animal welfare messages can help sustain dietary shifts but that health was the primary motivator. As such, our core messaging focused on health and wellbeing but we introduced participants to some of the ethics of eating meat at the beginning of the trial in the hope that it would further motivate them with the challenge. Several participants said that they enjoyed the fact that they could have a positive impact by changing their diet, and that the campaign had nudged them to consider how their lifestyle influenced the wider environment. This was also then something that they then picked up in conversation with others.
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“I spoke to my friends and family about the facts regarding the environmental impact of meat production.�
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CONVENIENCE FOOD Our Protein Pressures research highlighted that the main barrier to shifting to a more plant based diet was convenience, or the assumption of convenience, and the pilot participants corroborated this. The most common critique related to the complexity of the provided recipes, and the lack of simple, ready-to-eat meals. The most frequently cooked meals were a Thai veg curry, pulse based stews, lasagnes and cottage pies. Participants found high protein snacks such as hummus, protein balls and flapjacks simple and effective but did veto a few recipes in the plan due to multiple or hard to procure ingredients. We worked hard to ensure that the dietary guidance and recipe books would provide participants with a nutritionally complete diet. However, many were not prepared to find items, such as the nutritional yeast flakes listed. On the mid project phone calls it was said on four counts that if the items were not in the supermarket then they could not be bothered to use them.
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CULINARY HABITS AND CONVENIENCE Participants worked to find convenient ways to introduce the recipes and recommendations into their diet and many shifted to bulk cooking of the dishes. These were then shared on the Whatsapp group and it spurred a number more participants to do the same. Some opted to cook and freeze, others opted for salads to eat through out the week. Participants also shared other meal suggestions and star ingredients. On the mid project calls we heard that it had taken participants a couple of weeks to find a way to make the changes in a convenient way for their lifestyles and their families, but usually by week 3 they had developed a system. Approaches were varied and it was acknowledged that the changes had taken effort but once the system was in place then the diet was not any less convenient than what they had been doing before, and in many cases the bulk cooking was saving shopping and preparation time throughout the week. This suggests that it is the act of change that is inconvenient, not necessarily the diet itself.
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WHO’S COOKING? 15/18 participants said that they were the lead cooks in their households. While jokes were made about the extra vegetable chopping time needed, many said that the extra effort had paid off and that their partners were very positive about the shift and supporting of the preparation and consumption of the meals at home. The recipes forced them to try new things but no one found this to be overly challenging to prepare once the procurement was sorted. Participants were also provided with Tribe and Nuwzest plant based bars and shakes which helped them reach their daily targets and diversify from whey protein shakes. The majority found the taste and impact acceptable and stated that they would be keeping up this simple switch. Not all participants were using sports supplements prior to the trial but those who did were ordering more pea protein shakes via their trusted and cheap e-commerce platforms such as MyProtein.com.
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E AT I N G O U T We worked with BaxterStorey, the onsite catering provider, to highlight the high plant protein options in the staff canteen but participants still faced the challenge of eating out. Swindon has far fewer ‘on the go’ plant based options than are available in London, much like the rest of the UK. There are 2-3 exclusively vegan restaurants and cafés serving a town of over 180,000. While our use surveys showed a 22.5% increase in the likelihood of participants ordering a vegetarian meal when dining with friends, it was noticeable that the times when participants did have meat based meals was when eating out. For example, fish and chips, curries and burgers outside of the home came up frequently in the meal plans. However, many made the simple switch from meat topping to vegetarian toppings when eating pizzas and one of the participants ate their way through the new Vegan Wagamamas menu. Raising awareness about where to find simple, quick alternatives, and how to prepare these, is an important part of supporting people in making this dietary shift. Retailers also need to do more to increase the number of plant protein heavy ready meals and lunch time offerings, which we suggested in our Protein Pressures research serve as a useful ‘gateway drugs’ to cooking plant centred dishes at home. 2018 research from the Eating Better Alliance found that meat remains the main ingredient in 3 out of 4 ready meals2. 50
CASE STUDY
One participant was particularly into body building and aimed for 250g of protein a day, stating that he always knew exactly how much protein he was eating on a daily basis. During the baseline period this included 1446g of meat protein per week. To give context, chicken contains 20g of protein per 100g, steak 25g protein per 100g. He ate a whole chicken daily plus additional animal protein sources such as fish or beef. When presented with the meal plan he was upfront in saying that it was not acceptable to him due to the length of time, cost and the shift that it would have for his macronutrient ratio. I.e. eating enough pulses to get his desired protein levels would be uncomfortable for him and mean having more carbs than he would want in his diet. However, he was prepared to make a blanket switch from whey based protein shakes to pea based and would swap 1 portions of his daily meat intake to falafel and hummus. The impact of this was still very significant and accounted for a decrease in roughly a third of the UK recommended weekly allowance in one day.
“More things to look out for at major chains (would have helped me to complete the challenge)�
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ACCEPTING L E S S M E AT • The number of people who said they would be very likely or likely to order a vegetarian meal when eating out increased from 1 to 7 people.
“Since the challenge began I would say I now actively look at the veggie options whereas previously I would tend to ignore that section of the menu.”
• The exit survey asked participants how likely they were to
order a vegan meal when eating out with friends, to which 6 people said they were very likely or likely to do so.
• 2 months after the trial finished, 86% of participants said that they had continued to eat a less meat intensive diet.
• Several of the participants said that they felt better after
eating vegetarian meals. As important for driving and maintaining dietary shift was the fact that many announced that they were surprised by how much they were enjoying new vegetarian foods. Once convinced that vegetarian food tasted good, provided energy and made them feel good the diets were more acceptable.
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“I would normally eat a meat based dish eating out, though definitely not every time anymore.”
“I would not have any hesitation ordering a vegetarian meal, as long as it sounded appetising! I have already begun to try the veggie dishes when I’m out, even a veggie all day breakfast in place of a fry up.”
“I prefer to not eat meat when eating out... ...you don’t normally feel sluggish after a plant-based meal. Also, I like to try different foods that I have never eaten and the vegetarian options are always different. If I’m choosing my meal then I prefer to not have meat as I prefer how I feel after eating a meal that don’t contain meat.”
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A C O S T LY A F FA I R ? Participants were asked to record their weekly food spending. The exit survey asked them to consider whether shifting to a less meat-heavy diet resulted in them spending more on their weekly shopping. The majority stated that spending hadn’t changed. The few who said that it had increased said that this was due to having to buy in new ingredients at the beginning of the challenge, but that it evened out afterwards. Many had worked out the costings and highlighted the substitution of high value meat for new ingredients and high protein alternatives such as nuts.
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“Broadly similar. Certain products in the recipes were expensive and hard to find. I also had to invest in a food processor�
AN EFFECTIVE APPROACH? The structure of the pilot as a challenge with a clearly defined goal and timeline seemed to be effective. Our messaging sought to ignite healthy competition and play to those concerned with their own physique. We asked participants how they felt about the length of the challenge with some anticipation that 2 months may have been too long. However, participants reported that the 2 months provided them with the opportunity to iron out creases and not let the challenge be overly affected by holidays, weddings etc (or viceversa!). They felt it allowed them to see the broad brushstroke changes even if there were inevitable blips in their following of the diet plan. Many noted that it was the ‘challenge’ element that had made them take the plunge. When asked if they were likely to recommend a colleague or friend to take part in a similar challenge if repeated, 80% said they were likely or highly likely to do so. The focus on personal health and fitness was effective in engaging male gym users and participants told us the messaging of the challenge has ‘spoken to them’ and not been ‘too hippy’ or ‘vegetarian’.
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M A I N TA I N I N G THE CHANGE • 86% said that they would be likely or very likely to continue
to eat a more plant-based diet after the challenge has completed. Follow up interviews after 2 months suggested that this change had been maintained.
H O W L I K E LY A R E Y O U T O C O N T I N U E T O E AT A M O R E P L A N T- B A S E D D I E T A F T E R T H E CHALLENGE HAS COMPLETED?
• The fact that the majority took a more holistic approach to
the challenge rather than following the meal plan rigorously could suggest that it’s more likely that they will retain their new diet as they’ve found a way to integrate it with their existing lifestyle. More needs to be done to make sure that this correlates with consumption of enough protein.
Not Very Likely
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Likely
Very Likely
“The majority of my friends and family now do vegetarian during the week, with meat at the weekend and this came from the awareness of this challenge.�
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‘I’ve already made changes to my diet and I’ve stuck to it ever since.”
“I will continue to choose veg food as I love how it makes me feel and the impact it has on performance. I would still eat whatever my wife cooks so if that’s meat then that’s OK. But, during the day or any breakfast I will not have meat because of the sluggish feeling throughout the day if I do.”
“It allowed me to try new things and see what else is out there.” 58
“I’ve found I am eating a great range of plant based proteins.”
“I like the environmental aspect of it so will aim to reduce my meat intake.”
“I want to try to get more comfortable with it and see if there are any long term benefits.”
“It is cheaper and helps maintain a good performance diet.”
“I think I will increase my vegetable consumption and water over time.”
5 CONCLUSION AND R E C O M M E N D AT I O N S 59
CONCLUSION
OUTCOMES
Our findings demonstrated unequivocally that it is possible to inspire behaviour change in dietary protein intake with our target audience. Framing the pilot as a challenge with a clearly defined goal and length proved to be an effective way to get people to rethink their diet an incentivised and structured the change. In turn, we increased awareness of plant based proteins and combated negative conceptions of non-meat meals.
• Meat Your Match proved that reducing meat-consumption is
Personal health and fitness were the primary motivation for participants in making a dietary shift but a positive corollary was that the challenge had made them think more carefully about how their meal choices impact on the planet. This confirms previous learning that animal welfare and environment can reaffirm messages which sustain behavioural change, but in our selfie culture, personal concerns come first. The pilot suggests that both experience and education around the complexity of the proteins we need and where to find them play vital roles in supporting dietary transition.
something anyone can get behind when eating more plants is presented as embracing something new, not giving something up.
• The challenge ignited an interest in health and wellbeing in the
round, meaning that in many cases participants made lifestyle changes beyond the requirements of the challenge. Increases in fruit and vegetable consumption, variety of diet, sleep and water, and decreases in sugar and alcohol led to a much greater increase in participants’ wellbeing than anticipated.
• Participants reported very positive experiences with the new
flavours, recipes and dishes associated with plant protein and healthy eating and were keen to pass the message on to others.
• Participants got to know their peers and fostered a sense of
camaraderie in the workplace. Tackling the challenge as a group helped maintain motivation by making it fun and competitive.
• Highlighting meal options in the employee restaurant was
important for participants to reach their daily protein targets, it also meant that employees not taking part in the campaign could share the experience.
• The challenge has left us with an acute awareness of what could be done to improve and build on the results from this pilot.
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SCALING THE I M PA C T We want to build upon these promising results and hone the challenge to take targeted versions to new audiences.
• Improved wellbeing and achievement of personal goals fuels
motivation and increases the likelihood of the challenge being a success.
• Adequate time should be invested in general nutrition
education. Through a mixture of group and one-to-one sessions it would be possible to educate participants sufficiently to undertake the challenge with more knowledge so they can both maintain their individual protein requirements and derive additional health and wellbeing benefits.
• Allow more preparation time for participants to engage with
their individual nutrition programme and confirm understanding before the challenge period. This will minimise the risk of participants consuming less healthy diets, ones potentially deficient in essential nutrients and protein.
• Simple messages such as ‘Eat the Rainbow’ landed well.
Nutritional information is complex and simplifying this would greatly strengthen the message. This could be presented as visually attractive, but informative hand-outs, as well as webinars, Facebook Live events and mid-challenge consultations and workshops.
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• Provision of a greater number of recipes with widely available ingredients and fewer ingredients needed would increase recipe take-up
• Similarly, future trials could build upon the simple and
direct swaps that were promoted via the exchange of whey protein for pea protein etc.
• The subjects in this pilot identified peer support as being
an effective motivator and support system. The peer support identified occurred largely because the participants either knew each other beforehand or shared similar sport, competition or fitness goals. In future, and where groups would be larger, more organised peer support or buddy systems could be instituted where participants are unknown to one another. Participant meet-ups and workshops should be held at more regular intervals.
• Recognise the limits of plant based protein. The challenge to halve meat based protein was not acceptable to one participant who was sought an extremely high protein diet. The challenge is most appropriate to those of a moderate muscle mass who are looking to maintain rather than significantly increase muscle mass.
FURTHER RESEARCH 1. The success of this pilot study indicates the need for more comprehensive studies with larger populations in order to ‘fine tune’ the interventions. 2. Given that this trial was gender specific (men only), it would be helpful to evaluate female responses to protein substitution trials of this type with specific messaging. 3. With any form of nutrient substitution, it is important to evaluate the resulting impact (reduction or increase) on consumption of other nutrients as well as the effects of the altered nutritional profile. 4. The Garmin acted as a useful prompt, incentive and measurement aid, however they are costlyFor future roll out it will be worth exploring more cost-effective ways of providing this reminders (such as the WhatsApp group) and exploring whether the challenge would have been readily taken up without this incentive. 5. There is a great amount that can be done by in-house catering providers to support a shift to more plant protein heavy diets.
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G E T I N V O LV E D Replicating what has worked and scaling impact
Engage your employees
Collaborate with us on the next targeted trial
Does employee health and wellbeing matter in your workplace?’ Get in touch to take on the Protein Challenge. It’s not just for men. We have a tried and tested approach that we can tailor to your workplace.
The gym enthusiast ‘Protein Challenge’ was the first of many targeted Meat Your Match trials. Would you like to collaborate with us on the next one?
Get in touch: hello@hubbub.org.uk 63
APPENDICES (AVAILABLE ON REQUEST) • Measurement framework • Participant handbook • Meal plan
• Recipe booklet
• Nutritionist report • Participant films
‘ M E AT Y O U R M AT C H ’ PROTEIN CHALLENGE PA R T I C I PA N T PA C K
W W W. H U B B U B . O R G . U K Registered Charity Number 1158700
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REFERENCE LIST 1. Khalil SF, Mohktar MS, Ibrahim F. The Theory and Fundamentals of Bioimpedance Analysis in Clinical Status Monitoring and Diagnosis of Diseases. Sensors (Basel). 2014; 14(6): 10895-928. 2. Scientific Opinion on Dietary Reference Values for protein. EFSA Journal. 2012: https://efsa.onlinelibrary.wiley.com/doi/ epdf/10.2903/j.efsa.2012.2557. 3. Alliance for Natural Health International (ANH-Intl) Food4Health Guidelines: https://anhinternational.org/wpcontent/uploads/2018/05/180531-food4health-adultplaterev2.2.pdf. 4. National Diet and Nutrition Survey in the UK (2014): https://www.gov.uk/government/uploads/system/uploads/ attachment_data/file/700933/NDNS_appendices.zip. 5. Hyman M. Eat your medicine: Food as pharmacology: https:// drhyman.com/blog/2011/10/14/eat-your-medicine-food-aspharmacology/.
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6. Storlien L, Oakes ND, Kelley DE. Metabolic flexibility. Proc Nutr Soc. 2007. Vol. 63, Issue 2, pp. 363-368. 7. Tomé D. Digestibility issues of vegetable versus animal proteins: protein and amino acid requirements--functional aspects. Food Nutr Bull. 2013; 34(2): 272-4. 8. de Gavelle E, Huneau J-F, Bianchi CM, et al. Protein Adequacy Is Primarily a Matter of Protein Quantity, Not Quality: Modeling an Increase in Plant:Animal Protein Ratio in French Adults. Nutrients. 2017; 9(12): 1333. 9. Hoffman JR & Falvo MJ. Protein – Which is best? J Sports Sci Med 2004; 3(3): 118-130: https://www.ncbi.nlm.nih.gov/ pmc/articles/PMC3905294/. 10. Johns T, Eyzaguirre PB. Linking biodiversity, diet and health in policy and practice. Proc Nutr Soc. 2006; 65(2): 182-9. 11. Alliance for Natural Health International (ANH-Intl) Feature (14 June 2017): Eat a rainbow for gut’s sake: https:// anhinternational.org/2017/06/14/eat-rainbow-guts-sake/.
WITH THANKS HELLO@HUBBUB.ORG.UK
W W W. H U B B U B . O R G . U K REGISTERED CHARITY NO. 1158700
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