Referencing veganism, Blakemore told Food Manufacture​: “I think it’s more than a niche, I think it’s a trend. I think it’s moving quickly and I don’t think it’s going to go away or reverse in any way.”​

Some countries such as the Netherlands were more advanced in terms of the variety of options embedded in menus, he said. “It’s perhaps a slightly different story in the UK and what we’ll continue to do is we’re aiming to put choices in front of all our consumers, wellness menus and greater options to both vegan and vegetarian meals.”​

The international increase in development of meat-based proteins would continue as well, said Blakemore, adding: “What we have to do is be more thoughtful in putting protein in front of consumers that has less damaging environmental impact and giving more non-meat alternative choices.​

‘Beneficial nutritional impacts’​

“That, coupled with education in terms of the positive health & wellness impacts and the beneficial nutritional impacts of different choices I think combined allows us to address some of that challenge.”​

In this podcast, Blakemore also tackles the divergent trends of obesity and nutrient deficiency in developed countries and emerging markets.

He was speaking after delivering this year’s City Food Lecture on the topic Trust & tech – the future of food ​on February 26 at London’s Guildhall​.

His speech addressed how emerging technology such as augmented reality, 3D printing and artificial intelligence could transform the food supply chain and consumers’ experience of food by 2050.