What do Richard Branson, Bill Gates, Li Ka-shing and Google Founder Sergey Brin have in common? Apart from being some of the world’s richest men, they have all invested heavily in plant-based and ‘clean meat’low dose ferrous gluconate startups over the last 12 months. Why are they doing this? They have recognised that we are in the midst of a plant-based food revolution, driven by consumer concerns around health, sustainability and animal welfare that will have a significant impact on our plates, palate and planet in the years to come. The days of meat being the star of our plates are coming to an end. Plant-based diets have skyrocketed in popularity over the last couple of years, with the numbers of vegans, vegetarians and flexitarians (those wanting to increase their intake of plant-best quality calcium citrate supplementbased meals without completely eliminating meat) increasing rapidly since 2016, in the UK and Europe.