Rare Life

Veganism has gone mainstream. A comparethemarket.com survey in mid-2018 revealed that the number of vegans in the UK stands at over 3.5 million - up from 540,000 in 2016. Mintel research showed the meat-free foods market to be worth £572m in 2017 - up from £539m in 2015. The number of posts tagged with #vegan on Instagram is over 70 million. And Google stats show that veganism - in search terms, at least, is now more popular than vegetarianism. But what does the rise of vegan

Here in the UK, the milk alternatives sector is set to grow by 43% in the next four years. Oat milk brand Oatly has been described by Vice as ‘America’s trendiest plant milk’, and they’ve seen ‘exceptional growth in demand’ in the UK too. Clearly its flavour and nutritional benefits have a part to play, but Oatly’s soft power approach to branding is making them stand out too. Four years ago, they began the shift from a manufacturer to a lifestyle brand: cue packaging with ver