Our approach

Changing how you eat isn't one decision. It's hundreds of small ones, tangled up with your habits, your household, your shops, your money and your energy. So we don't hand you a plan. We help you take the next small step.

Small, safe-to-fail steps

Try one swap. If it works, keep it. If it doesn't, nothing is lost — try another. Change grows from the steps that stick, not from a perfect plan made on day one.

Make the easy thing the vegan thing

Willpower runs out, especially on low-energy days. Defaults don't. Keep the staples in, so the quickest meal is already a vegan one. Use What do I cook? so you never have to decide when you're tired.

Three things have to line up

Public health researchers describe behaviour change as needing three things at once:

• Being able to — knowing how. That's the recipes and this guide.
• Having the chance — food in the cupboard, time, people around you. That's staples and eating with others.
• Wanting to — your own reasons, whatever they are. Those are yours.

When one of those is missing, the change wobbles. That's not a personal failing — it's the system. Fix the missing piece.