After exiting his government role last week, former government health tsar Henry Dimbleby has announced plans to unveil a major new campaign to promote the benefits of plant-based foods on the planet and health.

Dimbleby told The Grocer that he is set to release “a big piece of work” to persuade Brits to eat less meat in a campaign created in partnership with M&C Saatchi.

The author of The National Food Strategy departed his government role last week, criticising retractions on public health – such as HFSS restrictions. He claimed the government came with a “piecemeal so-called strategy” off the back of his own suggestions which involved asking suppliers and supermarkets to help reduce meat consumption by 30% over the next decade.

As opposed to criticising the UK’s farming strategy and subsequent environmental threats, Dimbleby’s campaing will aim to showcase the work the industry is doing in growing meat-free options for the nation.

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“The biggest thing, as I say in the book, is about eating less meat,” Dimbleby told The Grocer.

“I’m working on a big campaign with M&C Saatchi, who are doing pro bono thinking about how industry, in a positive way, can help people eat less meat to free up land.”

“There is amazing innovation going on,” he said. “When it comes to the environment, I am actually quite bullish about what’s been going on in the industry.”