Consumer insight based development of ingredients and products to aid the reduction of meat consumption. This project will look to understand the psychology of consumers with regard to meat and replacement of meat in meals. Based on the consumer insights ingredients and new meat alternative products and meat hybrid products will be developed that meet the needs of omnivores whilst not compromising on taste and mouth feel. Intervention studies will look at the effects of meat replacement notably cardiovascular, weight management benefit. As a result it is envisaged that new non meat protein products and ingredients will be commercialised whilst development of a new hybrid meat non meat category established. New communication tools and channels will be developed to ensure the benefits of reduced meat consumption are effectively communicated to consumers and disseminated .