So, you’ve heard about Halfway Heroes – the campaign that invites you to go 50 per cent plant-based for the planet – and you want to get on board (yay!). But maybe you’re wondering… What does “halfway” really look like day to day? How do you actually do it without totally changing your life, your cravings, or your Friday pizza ritual?

Let’s break it down in a way that’s simple, tasty, and totally achievable.

First of All… What is the Halfway Heroes Diet?

It’s not a strict set of rules. 
It’s not about going 100 per cent plant-based (unless you want to). 
And it’s definitely not about guilt, labels, or perfection. 

The Halfway Heroes Diet simply means making about half of your meals plant-based – that’s it. 
Whether that’s 11 out of 21 weekly meals, one full day on / one day off, or plant-based until dinner — it all counts. And it all helps.

Why Go Halfway?

Because even 50 per cent makes a huge impact: 

• 🌍 Reduces greenhouse gas emissions 

• 💧 Saves water and land 

• 🐄 Reduces demand on factory farming 

• 💚 Improves your health and digestion 

• 🥗 Inspires creativity in the kitchen 

You don’t have to go all in to make a big difference.

So… What Do Halfway Heroes Actually Eat?

Glad you asked! Here’s a snapshot of what your week could look like.

Breakfasts

These are already often plant-based or just require an easy swap. 

• Cereal with oat or soy milk

• Overnight oats with almond milk, chia, and berries 

• Peanut butter or marmite (or both if you’re feeling brave) on toast 

• Smoothie with banana, spinach, oat milk & peanut butter 

• Vegan pancakes or avocado toast 

• Coconut or soy yogurt with granola and fruit 

Hero Move: Add flaxseed, nuts, or plant protein for an extra boost.

Lunches

Try making lunch your go-to plant-based meal — it’s easy and energising. 

• Plant based ham and cheese sandwiches 

• Jacket potato with beans 

• Hummus and veggie-loaded sandwiches 

• Buddha bowls (grains + greens + beans + dressing = magic) 

• Veggie chilli or soup 

Pro Tip: Meal prep once, enjoy all week.

Dinners

You don’t have to ditch family favourites – just remix them.

Plant-based dinner ideas:

• Spaghetti Bolognese with lentils or soya mince 

• Black bean tacos with guac & slaw 

• Thai coconut curry with tofu 

• Vegan bangers and mash 

• Veggie burgers and sweet potato fries 

Mindset shift: It’s not “what do I give up?” – it’s “what do I try next?”

 Snacks & Treats

• Dark chocolate (many are dairy-free!) 

• Crisps or Popcorn 

• Hummus and Pitta 

• Dairy-free ice cream (Ben & Jerrys is still on the table) 

• Fruit with nut butter

Real Talk: What If You Slip?

Good news — you can’t fail at this. 
Halfway Heroes is about progress, not perfection. 

Every plant-based meal is a win for the planet. 
Every time you choose beans over beef, you’re voting for a kinder, healthier world. 

So go at your own pace. Celebrate the small wins. And have fun with it!

Ready to Be a Halfway Hero?

Start with one plant-based day a week. 
Try one new recipe. Swap out dairy milk. 
Invite a friend to join you for a plant-powered dinner. 

Because when we all go halfway, we can take the planet all the way toward a better future.

 

Research from the Viva! team has found that the UK public want restaurants to take responsibility by serving environmentally friendly food. In a recent poll of 2,000 people – half of whom were vegan – it was found that 79% of the entire group polled feel it is important that restaurants limit their impact on the world through the food they serve. The simple solution – putting more plants on plates! The poll also found that nearly seven in 10 (69%) of all respondents believe it is important to have plenty of vegan food in a city – with 52% of those citing it as being better for the environment. It’s not just the environment that people take into consideration when choosing what to eat – taste, price and health are also key factors that guide people’s menu choices.

Renowned Asian inspired British restaurant chain has partnered with Viva!’s 50 For Our Planet campaign, aiming to help UK restaurants increase their plant-based options to improve their impact on our planet. Speaking about the campaign, wagamama’s Executive Chef, Steven Mangleshot, states: “Chefs are the master artists of flavour, with restaurants as their canvases. By crafting plant-based dishes that put taste and satisfaction front and centre, chefs and restaurants can profoundly shift eating habits and attract a new wave of devoted customers. These plant-based menu items aren’t just alternatives; they’re top picks. This is where true innovation blossoms. It’s where sustainability pairs with ‘surprise and delight’, and what’s been missing are the culinary leaders who truly understand taste, choice and impact. In my journey, I’ve witnessed the magic chefs create with whole foods and ground-breaking plant-based ingredients. This initiative is our call to action. By aiming for menus with 50 per cent plant-based options, chefs, restaurants, and the entire food service industry can unite to pave the way for a future that’s as mouth-watering as it is sustainable.” Back in 2021, wagamama became the first UK chain restaurant to commit to making 50% of their menu plant-based. Discover how they made this transition.