In search of inspiration – vegan, vegetarian and free-from ideas.

In search of inspiration

What’s in demand, and how can operators make their menus stand out, when it comes to their vegan, vegetarian and free-from dishes?

IN THE SPOTLIGHT

Veganuary, a global organisation encouraging people to try vegan in January and beyond, has reported a new landmark with more than 600,000 people officially taking part in 2022, surpassing last year’s total of 580,000 participants, and sign-ups remaining strong right through to the end of January. Hundreds of new plant-based products and menu items have also been launched, including vegan versions of Babybel and Philadelphia cream cheese, three new vegan Krispy Kreme donuts, new vegan offerings at McDonald’s, Burger King, KFC and Nando’s, new vegan pizzas at Domino’s, Papa John’s, Pizza Hut and Pizza Express, vegan fish and chips at Wagamama, new vegan sandwiches at Costa, Starbucks and Caffè Nero (Starbucks also dropping its surcharge on plant milks permanently).

But for many businesses it was more than just a commercial endeavour as over 75 organisations – including Harrods, Volkswagen Group UK, Superdrug, Sky, Adept Carehomes, Papa John’s, PWC, EY, M&S, Aveda and Quorn – took part in the Veganuary Workplace Challenge, encouraging their employees to try vegan in January and providing more vegan options in the workplace.

The next campaign to put a vegetarian diet in the spotlight will be the Vegetarian Society’s National Vegetarian

Bru Coffee have combined vegan and health-promoting ingredients in their latest food and coffee offering.

Week (16 to 22 May 2022, www.nationalvegetarianweek.org).

“We’re asking people to do whatever they can – swap one meal, eat veggie for a whole week, just go for it! Switch out meat in your meals, get experimental, and have fun,” says Richard McIlwain, chief executive of the Vegetarian Society.

“Evidence shows plant-based food is better for the planet, has far less carbon emissions than meat, and for households on tight budgets it can also be a cheaper, healthy choice.

“This year, we’ll be launching a range of climate-friendly recipes which are great for everyone – whether this is your first introduction to the world of vegetarian food, or you’re a veteran veggie looking for more environmentfriendly meal ideas.”

HEALTHY

Bru Coffee & Gelato launched its new Very Vegan seasonal menu on 11 January. Included were Bru’s already popular Guaca Bowl (a healthy, balanced meal featuring rice, salad and guacamole), plus two brand new products - Coconut Vanilla Matcha Superblend and the Coffee Cacao Superblend.

“As a business, it is important that we are intuitive to consumer demands and trends. We know that there is always an emphasis on fitness, health and detox in the New Year and the menu items that people order in January reflect this,” says Bru business development manager, Aadil Steele.

“Over the last few years we’ve also noticed the increasing popularity of

veganism. We serve a great range of tasty vegan tray bakes, cakes and handmade vegan sorbet all year round and sales of these products have been on the up for some time. So this January, we decided to help people along with their new year goals and diets by launching a collection of vegan products that also have fantastic health benefi ts.

“Our new vegan Coconut Vanilla Matcha Superblend is full of fi bre and protein. For those not familiar with matcha, it is a fi nely ground green tea powder made from a specially grown and processed organic green tea which is full of antioxidants.

“The second new product that we are launching is the Coffee Cacao Superblend, which is a vegan combination of raw cacao and hazelnut. It also includes a shot of our 100% speciality arabica blend coffee for an extra dash of positive energy. As well as being delicious, it is high in protein and fi bre and is a great source of magnesium and potassium. Both of these new menu items are well complemented by our already popular vegan Guaca Bowl.”

Known health benefi ts of matcha are extensive, including boosting metabolism and burning calories, detoxifying effectively and naturally, calming the mind and relaxing the body, enhancing mood and aiding concentration, preventing disease and lowering cholesterol and blood sugar. It is rich in fi bre, protein, chlorophyll and antioxidants including the powerful EGCg and also provides the body with vitamin C, selenium, chromium, zinc and magnesium.

Cacao is another product which is known to have a whole host of impressive health benefi ts. The fi bre in cacao powder promotes healthy digestion and can reduce the risk and symptoms of irritable bowel syndrome and other digestive problems. Cacao is also packed with fl avonoids – nutrients which have been shown to help lower blood pressure, improve blood fl ow to the brain and heart, and aid in preventing blood clots. Flavonoids may also help to increase insulin sensitivity, reducing the risk of diabetes and can also help to reduce infl ammation throughout the body, which may lessen

Home grown demand

New Covent Garden Market, where over 100 wholesale traders supply fresh fruit and vegetables to some of London’s top eateries, has predicted Asian wok cucumbers, celtuce, foraged sea vegetables and crab apples as some of the hottest on-trend ingredients coming to kitchens in 2022. Meanwhile, potatoes are enjoying a moment with new varieties on the scene and potato milk hitting the shelves, as the overarching macro trend for British grown fruit and vegetables continues to dominate.

The market’s annual Fruit and Vegetable Trends Report 2022 is based on qualitative insights from its expert wholesaler traders. They collectively supply around half of all of the fresh produce eaten out of home in London including the majority of the capital’s most fashionable restaurants such as La Gavroche, Sketch, Soho House, Jikoni, Darjeeling Kitchen and Restaurant Story.

Akin to sommeliers of the fruit and vegetable world, the market’s traders are at the coal face of ‘to the moment’ seasonality as the fi rst new season Jersey Royals or asparagus start being harvested each year and they work closely with head chefs and catering teams to provide consultancy on the freshest and tastiest produce at any given moment, as well as new, interesting and on-trend eats. The popularity of British grown fruit and vegetables continues to boom in commercial kitchens and beyond, they report, and in turn it’s putting pressure on growers to innovate.

Liam Kelly from County Supplies explains: “Smaller British growers are increasingly sought after. There is a focus amongst our customers on being super-seasonal, but essentially there’s not enough home grown crops to cater for the demand. It’s not year-round and there’s not as much variety for what the supply chain would like to sell. If something is British, it is that bit more attractive. This has nothing to do with Brexit though, it’s been a trend for a while and it’s linked to a desire to create menus that are eco-friendly, sustainable and biodynamic.”

With demand for British produce higher than ever, some have taken to wild sea and beach foraging as a way to create totally unique menus. Stan Gulas of New Covent Garden Market based Oui Chef has noticed how sea vegetables, such as Sea Beet and Sea Purslane, are peaking particular interest among chefs. Native to shingle beaches, cliffs, sea-walls and saltmarshes, Sea Beet’s dark green leaves can be cooked similarly to spinach or chard and have a rich, succulent fl avour with a salty tang. Meanwhile, similar to samphire, Sea Purslane is a small prostrate herb with succulent, salty leaves. Stan Gulas also mentions the booming popularity of crab apples (pictured), which while previously often disregarded due previously often disregarded due to their sour fl avour profi le, have to their sour fl avour profi le, have seen a renaissance with chefs using seen a renaissance with chefs using this foraged fruit for jams and jellies. this foraged fruit for jams and jellies.

With a myriad of factors affecting With a myriad of factors affecting the fresh produce trends for the fresh produce trends for 2022, the prospect of adapting 2022, the prospect of adapting to the availability of certain to the availability of certain fruits and vegetables looks fruits and vegetables looks set to make it an exciting set to make it an exciting time as British growers pull time as British growers pull out all the stops to supply out all the stops to supply New Covent Garden Market New Covent Garden Market with some of the very best with some of the very best produce.

the risk of some cancers, diabetes, arthritis, depression, and Alzheimer’s disease. In addition, the potassium in cacao has been shown to decrease the risk of heart disease by reducing lower body inflammation and stress on cells.

“We decided to go down the vegan route for our New Year seasonal menu for many reasons. Partly because of the increasing popularity of veganism and the Veganuary campaign but also because of the amazing health benefits that come with some of the alternative ingredients used in vegan cookery,” adds Aadil Steele.

“We also really enjoy the creativity involved in the development of vegan menu items – we are always keen to push boundaries and to experiment with new and interesting ingredients – especially when their taste and nutritional value is so good.

“I do think that a lot of people can be put off when they hear the word ‘vegan’. We are still serving many non-vegan products, but I would really encourage people to step out of their comfort zone and give these new products a try. Just because they’re healthy and nutritious, doesn’t mean that they sacrifice in flavour, in fact, the opposite is true. They’re made from the same ingredients that go into tea and chocolate after all, which are two of our nation’s favourite products!

“We’re not suggesting that everyone should become vegan, but a little experimentation is always good and we’re confident that customers will enjoy the taste, and health benefits that our new menu offers.”

BE INCLUSIVE

The uptake of vegan, vegetarian and flexitarian diets was already surging preCovid and now consumers’ propensity towards a more mindful way of eating has been further accelerated by the pandemic. Consuming a nutrient rich diet has been brought to the fore, the importance in association between diet, good health and immunity having been put under the spotlight.

Research into dietary changes over 2021 by finder.com, for example, shows that currently around 14% of adults (7.2 million) in the UK are following a meat-free diet, while a further 12% (6.5 million) of the population were intending to become vegetarian, vegan or pescatarian in 2021. The vegetarian diet was the most common of the nonmeat diets, equating to 6% (3.1 million) people in the UK. Younger generations were significantly more likely to follow a meat-free diet, with a fifth of Gen Z already doing so (20%) and a further 26% planning to do so during 2021.

Greta Strolyte, brand manager at noodle supplier, Lucky Boat, says: “Provision of an inclusive menu that incorporates interesting options with consideration to allergen and dietary requirements is getting easier, as NPD in these products is rife. Vegan, gluten, lactose and egg free products in particular have seen high demand, with many more free-from choices appearing on supermarket shelves and across the foodservice sector.

“It’s important for café operators to describe their vegan and vegetarian menu offerings in an appetising way and not to let consumers perceive these options as a lesser choice. Regarding consumer behaviour and the impact of product placement and plant-based sales, an IGD report (Segregation or integration – Ranging plant-based products to drive sales, March 2021) found ‘that by placing vegetarian or vegan items in a separate box on menus can reduce ordering rates by 56%’ and that ‘mixing in plant-based options on the menu and giving them prime positioning allows the meal to shine rather than a vegan categorisation and would encourage more browsing for those who do not typically eat this type of food.’

“Adopting current food trends can entice customers, and global cuisines such as South East Asian dishes continue to be hot favourites. Spices and punchy flavours can add appeal to vegan, vegetarian or free-from options and high quality products will elevate dishes and draw in repeat custom, a creative well-conceived plant-based menu option can attract non-vegan and vegetarian consumers too. The whole of the Lucky Boat noodle range is suitable for vegan and vegetarian diets as all are free from egg.”

WHAT’S HOT?

According Delve insights’ Veganuary Cuisines Research, analysis of 19,200 social media conversations in January 2021 revealed that Mexitarian is a hot trend for vegans and vegetarians.

“Last year, Mexican food was the most popular cuisine for the second year running, overtaking Thai, Middle Eastern and Indian to dominate 21% of social posts,” reports Hannah Hurling, marketing activations manager UK & Ireland, Paulig Pro (the company behind brands Paulig, Santa Maria, Risenta, Gold&Green and Poco Loco).

“Mushrooms is another trend that is set to grow as a meat alternative replacement in 2022, with consumers looking for a healthy alternative to meat. The texture and absorbent quality of mushrooms allows them to give a ‘meatiness’ look & feel to them (Delish magazine 2021, The 12 food trends to look out for in 2022).

“Our data, gathered by social listening tool Delve, showed that tacos and wraps are the most talked about, closely followed by nachos, fajitas and quesadillas. This passion for Mexican flavours was echoed in our WrapFusion research (2021), with respondents naming it the top cuisine for wraps – the preferred filling for 45% of UK consumers and 48% of those in the ROI(Onepoll UK 1,000 & ROI 500 wrap survey, March 2021).

“With this year’s Veganuary social data now under close scrutiny, it will be

interesting to see how the trend evolves. Mexican fl avours work well with diverse proteins – plant-based and otherwise - so we’re confi dent the cuisine will come up tops this year too.”

Wraps in particular have achieved widespread appeal across the UK, the company point out, with almost a third of Brits enjoying a wrap once a week according to Onepoll data. Ideal for grab-and-go dining, they offer plenty of potential in terms of switching up fl avours and fi llings – a tasty and economical trend for busy chefs, caterers and business owners. According to Santa Maria’s WrapFusion 2021 survey, the UK’s top three cuisines for wrap fi llings are Mexican, British and Greek.

ADDING FLAVOUR

“Mexican spices are perfect for adding punch and fl avours to diverse protein sources. Whether you’re using traditional beans, seitan or tempeh, or a vegan meat alternative like our Gold&Green Pulled Oats®, which absorb fl avours perfectly. Individually calibrated for heat and texture, wraps can be made to order with options for personalisation, or you could consider upselling with extra sides of jalapeños, guacamole, or vegan sour cream,” suggests Hannah Hurling.

“Mexican wraps offer a wide range of grab and go options. To increase unit cost, operators could consider creating Mexican meal boxes – such as fajitas, build-you-own burritos or nachos. Ideal for a variety of cuisines – think BBQ, poke bowls, or British classics - meal boxes are experiencing huge market growth, enabling operators to increase turnover while offering consumers fresh, fuss-free and fun dining.

“Fajita and BBQ were the top spices emerging from our WrapFusion research – with Fajita coming in top at 37% and BBQ closely second at 33% of UK consumers. You can boost depth of fl avour in vegan or vegetarian proteins by marinating them in oil and spices before cooking. Spice rubs are also perfect for locking in fl avour – Gold&Green Pulled Oats® or jackfruit with chipotle or BBQ spices, for example. Served in a toasted bun with vegan coleslaw, they create a mouth-watering vegan alternative to pulled pork.”

‘TRADITIONAL’ VEGAN DESSERTS

Foodservice supplier, Brakes, has launched a new range of ‘traditional’ vegan desserts aimed at helping operators capitalise on increasing demand for vegan products out of home. The desserts were launched following research which showed that, while consumers increasingly want vegan products, they also want familiar, nostalgic comfort food, a trend which has been driven by the COVID-19 pandemic, the company observe.

The new range of British-made classic hot pudding desserts, including Syrup Sponge Pudding, Raspberry Jam Pudding and Sticky Toffee Pudding, has been reimagined to be suitable for vegans. The desserts are pre-cut rather than from an individual mould to achieve a more rustic, homemade appearance.

Matt Lake, Brakes’ senior product development manager – innovation lead, says: “The growth in vegan products has been exponential and it shows no signs of stopping. It’s important, particularly in these diffi cult times, that we help our customers to capitalise on as many opportunities as possible and having a range that exceeds expectations of vegans and non-vegans alike is an important part of that.

“We know that 15% of vegans struggle when eating out and one in fi ve miss non-vegan foods (the Offi cial Veganuary 2021 6 Month Survey). So, this range is a perfect addition to the menu, offering desserts that generations of people have loved and now everyone, including vegans, can continue to enjoy.”

GLUTEN FREE

“Veganism and vegetarianism has come a long way, with new launches now offering operators a great amount of choice when looking for vegan and vegetarian options for menus,” says Charlotte Kilduff, trade marketing manager, Pan’Artisan Ltd.

“We have noticed greater interest for these products, the vast majority of our bakery range is suitable for vegan and vegetarian menu and we also offer gluten free dough products, all of which give time-saving, easy to use solutions – a real benefi t for operators who may be working in restricted environments or lack skills or staffi ng – an all too real result of the Covid pandemic fall-out.

“Listening to customer feedback has led us to produce premium dough products that offers operators a speedy, tasty result for an inclusive menu which suits a variety of diets.

“The worldwide increase in demand for great quality vegan, vegetarian and free-from options has resulted in a host of NPD which is tailored to meet the expectations of catering operations however big or small and satisfy the requirements of consumers. At Pan’Artisan, we have a dedicated NPD team that carefully considers and develops our product range to high standards, often working alongside customers on bespoke bakery products to suit a specifi c application.

“Industry reports point to a rise in demand for free-from food products; our gluten-free options include dough balls and pizza bases, shattering the perception that gluten-free bakery items are unable to provide an equally good texture, fl avour, mouthfeel and cooking performance as their counterparts.”