Is it meat or not? New plant-based game show tests the taste buds of the public

27 October 2023 , 07:17

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Gogglebox star, Joe Baggs, hosts a new plant-based show to test the taste buds of the public (Image: PinPep)

Despite millions of meat eaters considering themselves to be flexitarian - 73% wouldn't choose a plant-based option from a menu.

The poll of 2,000 meat eaters found 48% have been put off meat-based alternatives because they don’t believe they taste as good as the real thing. But 31% would be more inclined to choose it if they knew it tasted as nice, while 38% said value for money would sway them towards a plant-based version over meat.

It also emerged that Monday was seen as the best day of the week to succeed in changing such eating habits, with 57% seeing it as ideal for a fresh start.

73% of 'flexitarians', or people that eat both meat and plant-based products, still opt for meat options on the menu (PinPep)

The research was commissioned by Burger King UK and Vegetarian Butcher, which teamed up with social media and former Gogglebox star Joe Baggs to host a new game show – 'Is this plant-based?' - to test the taste buds of passers-by to see if they could tell which was meat or not.

It comes after 63% of respondents thought they’d easily be able to tell the difference between a plant-based burger and a meat one - and the taste would be the big giveaway for 76%.

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More than six in 10 Brits thought they'd be able to spot the differences in taste - but were proved wrong (PinPep)

However, when passers-by were asked to identify their burger, most declared them delicious - even when Baggs revealed they were all from the plant-based menu.

Joe Baggs said: “The people of London enjoyed the challenge but most struggled to tell the difference, proving that these plant-based burgers do taste just as good as their meaty counterparts.”

A spokesperson for the brand, which is offering deals on plant-based burgers every Monday via its app, said: “Our research revealed nearly three-quarters of meat eaters would still choose meat when given the option despite wanting to lead a more flexitarian lifestyle.

"And with 47% of meat eaters admitting they’d be more inclined to try plant-based if there was a deal, our tasty ‘Meat Free Monday’ offer means there is no excuse not to kick start the week with a little more ‘flex’.”

Sarah Lumley