Sales of meat alternatives soaring Vegetarian and meat free food has experienced a huge surge in popularity in the last year. The total market, worth £539m, has grown by a massive 16.2%, according to TN Sofres Superpanel. Growth is being driven by the increasing number of people who are trying to eat more healthily and see reducing meat consumption as one way to achieve this, rather than by a rise in vegetarians whose numbers remain static at around four million. Heinz brand manager Rachel Moffat of Linda McCartney, the leading frozen brand, said: "It is the meat reducers who are really driving the market forward. The government message of eating five peices of fruit or vegetables a day has become a mass market mantra for the healthy diet." l See Focus feature, p49 {{NEWS }}