Over a third (35%) of Brits confess to having secretly served vegetarian and vegan dishes to unsuspecting meat-eaters. And just 14% say they'd only own up if asked directly.

With the Christmas countdown underway, those hosting friends and family this festive season are feeling the pressure and thinking creatively about their menus. New research reveals that more than half of Brits (57%) are expecting vegetarian or vegan guests around the table and a third (33%) find juggling different diets one of the hardest parts of holiday hosting.

A season of goodwill and tension - the vast majority of Brits (89%) think hosting friends and family is the most stressful part of the festive season. Making sure there is food for everyone is a big contributing factor. A quarter of hosts (25%) admit to feeling guilty if they don't offer enough choice for non-meat eaters, and one in six (17%) admit veggie or vegan dishes are often an afterthought.

The research*, which involved more than 2,000 members of public and released today by Redefine Meat, reveals a handy hack hosts can turn to, simplifying festive dinner plans and satisfying meat eaters and vegan guests alike.

 Daniel Ferreira, Culinary Innovation Lead at Redefine Meat explains: "Plant-based meats are the magic ingredient that savvy home cooks turn to for easy shared dishes that keep meat-eating and plant-based people happy. We're excited that Redefine Meat is now available nationwide in ASDA, easing hosting dilemmas this Christmas and helping millions more households to embrace plant-based.

“We've worked hard to carefully craft our New-Meat™** range to offer the full sensory experience of traditional meat with an upgrade – our plant-based products are better for the planet and kinder to animals. Whether they choose to blind taste-test with their guests, as some of those that took part in our research have done, or proudly reveal the simple switch, we are helping home cooks with whatever their guests' dietary preferences may be. Our versatile range, spanning whole cuts, pulled meats and minced products has won multiple stars in the Great Taste Awards, and is the perfect option for plant-based nibbles and sustainable centrepieces.

“It's easy to create festive favourites that everyone can enjoy, whether they're plant-based, curious, or simply hungry for something new – making Christmas dinner stress-free, inclusive, and delicious.”

For a little plant-based inspiration in the kitchen, try these mouth-watering Christmas-inspired New-Meat™ recipes designed to make the festive season truly magical for vegans, vegetarians and meat-eaters alike:

• Festive Cranberry BBQ Swirls 
• Mini Beef Flank Wellingtons 
• Beef Flank Galettes 
• Stuffed Flank Steak 

Seven mouth-watering New-Meat products are now available at ASDA in-store and online across the UK, including premium whole-cut Flank Steak, Pulled Pork and Beef, Lamb Kofta, and Premium Burgers.  

Discover and order the range today by searching Redefine Meat at www.asda.com.

ENDS

Notes to Editors:  

For more information, interviews and imagery please contact the Redefine Meat PR team at GOLD79 on: redefinemeat@gold79.co.uk  

References:  

*Nationally representative survey of 2,083 people, commissioned by Redefine Meat, October 2025.  

**Does not contain animal-based ingredients.  

About Redefine Meat   

Redefine Meat is passionate about meat – and believes the world deserves a new kind of meat, one that's undeniably delicious and good for the planet, as well as the people and animals that call it home.  

That's why it created New-Meat™*, developing an innovative range of high-quality products that provide the full sensory experience of meat – including flavour profiles, texture, and aroma – without compromise. Its category-defining portfolio includes minced products, a pulled meats range, and premium whole-cuts. 

In 2025 Redefine Meat received the highly respected seals of approval from Great Taste Awards for its Redefine Lamb Kofta Mix (Two Stars) and Redefine Flank Steak (One Star), joining the Redefine Premium Burger (Two Stars) and Redefine Pulled Beef (One Star) in the 2024 Awards. The Redefine Premium Burger was also announced Winner for NECTAR Tasty Awards 2025, exceeding taste parity with its animal-based counterparts. 

New-Meat™ isn't a substitute, it's an upgrade. Available nationwide, Redefine Meat is loved by chefs and home cooks in the UK and across Europe.  

Its varied frozen range locks in flavour without preservatives and reduces waste and overall environmental demand throughout the supply chain. Per kilogram, New-Meat™ requires up to 98% less land occupation, 96% less water consumption, and 91% less greenhouse gas emissions compared to mass-produced beef.**  

Redefine Meat products are plant-based, preservative-free, and packed with protein and fibre.  

Discover and order the range today at Ocado and ASDA.  

For more information, visit: www.redefinemeat.com/uk/  

*Does not contain animal-based ingredients 

** Data collected by Klimato. Based on LCA of Redefine Meat products compared to traditional mass-produced animal meat.