I’ve found that often “plant based” is a cop out and that companies that use it exclusively (so not only on the product, but also when you ask them outright if a product is suitable for vegans and they will only repeat “plant based”) often make no effort to ensure the product is actually vegan (so no effort to avoid cross contamination and no testing to ensure no animal products have ended up in the food), they just want the vegan £££ and count on most people not taking the time to look in to it, or not caring enough.

Plantastic and “meet free” Fridge Raiders are a couple of examples that come to mind (I have been in touch with both manufacturers and both are very careful to never confirm that their products are suitable for vegans despite them marketing them directly at us), and also Flash I think it was, that I’ve noticed have now changed their ad which used to say something like “made with A plant based ingredient” as if that makes the whole product plant based…

It’s a bit like greenwashing - wanting to make money off of the “green” market, without investing any money or effort to comply with the labelling rules.