12 Sep 2019

A HelloFresh survey of 2,000 UK adults reveals that many don't know where their food comes from, or how to cook meals

A survey by meal kit company HelloFresh has revealed that many adults in the UK don't understand the origins of the food they consume, and despite the popularity of flexitarianism and plant-based options what makes a food 'vegan'.

One-fifth of those polled thought goats milk was suitable for vegans as it wasn't from a cow, and 20% of 18-34 year-olds thought that vegans could consume eggs.

Even more surprising is the fact that one in 10 adults thought that tofu was a type of mushroom, while one in five thought veal comes from deer rather than a calf.

The survey also revealed that many adults in the UK do not have the basic cookery skills to make simple meals. HelloFresh head chef Andre Dupin said: ‘It’s surprising to see that some of the most popular foods, as well as things that Brits have always held dear to them, are difficult for people to cook from scratch and they struggle with knowing where it’s from or when it’s in season. ‘We found that 61% of Brits didn’t know how to cook the national favourite, chicken tikka masala. ‘Scratch cooking and getting hands on with ingredients at home is one of the best ways you can begin to understand the origins of food.’

Could the food industry do more to redress this skill and knowledge gap? Many brands have seen great results from telling the story of where their products come from, perhaps this provides an opportunity to improve consumer knowledge and grow customer loyalty?