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One in five Brits think foods can only be classed as plant-based if ‘they’re green in color’.

The data comes after vegan food brand Gosh! surveyed 2,000 adults via OnePoll to ‘explore common misconceptions surrounding plant-based foods’.

‘More natural’

It found that 68 percent of respondents had tried plant-based foods including tofu and mock meats – and a quarter of those were, or would be, inspired to try plant-based products because they perceived them to be ‘more natural’ than other food items.

Additionally, 27 percent think plant-based foods are lower in salt than other foods and half of the respondents think they are lower in saturated fat.

A ‘broader’ understanding

According to The Sun, William Topp, Marketing Manager at Gosh!, said: “More than 19 million Brits have adopted a flexitarian diet, and more than a quarter of new U.K food products launched in 2019 were labeled as vegan.

“So, it’s increasingly important that consumers have a broader understanding of the ingredients found in most vegan or vegetarian options.

“We pride ourselves on using natural ingredients in all our products… We do as little processing as possible and aim to give back delicious, nutritious, and convenient food.”

Liam Gilliver

Liam is the Deputy Editor and Social Media Coordinator for Plant Based News. He has written for a number of top publications including Gay Times, Attitude Magazine, Oh Comely, and The Huffington Post - and is the author of 'We're Worried About Him'.