In 2020, the Economic and Social Research Council (ESRC) funded researchers at the University of Glasgow to determine how to develop food descriptions that increase the appeal of plant-based foods. This website presents some of our key findings.

This website is intended for use by professionals in food service, marketing and industry, and for consumers interested in switching to more plant-based diets.

If you would like to find out more about how we selected the best words for each dish, please click here.

We have also published our research in scientific journal articles intended for academic audiences, which you can access free of charge below.

How (not) to talk about plant-based foods: Using language to support the transition to sustainable diets

How consumption and reward features affect desire for food, consumption intentions, and behaviour

Increasing the appeal of plant-based foods through describing the consumption experience: A data-driven procedure

Team

Prof Esther Papies, Professor of Enduring Behaviour Change for Sustainability, Radboud University, The Netherlands; Affiliate Researcher, MRC/CSO Social and Public Health Sciences Unit, University of Glasgow, UK; esther.papies@glasgow.ac.uk

Dr Stephanie Farrar, Postdoctoral Research Assistant, MRC/CSO Social and Public Health Sciences Unit, University of Glasgow, UK

Dr Tess Davis, ESRC Postdoctoral Fellow, MRC/CSO Social and Public Health Sciences Unit, University of Glasgow, UK