How to get people to eat plant-based food: Make it sound really, really good

In 2017, the U.K. supermarket Sainsbury’s tried an experiment. The retailer had recently rolled out a vegetarian version of the classic English meal, sausage and mash, labeled “meat-free sausages and mash,” but it wasn’t exactly flying off the shelves. Suspecting the uninspired name might have to do with the lackluster sales, Sainsbury’s tried out a few different labels: “field-grown sausages and mash,” Cumberland-spiced veggie sausages and mash,” and “better sausages and mash.” Every alternative name sold better, but “Cumberland-spiced” brought sales up 76% in two months.

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