One example of this can be seen in the actions taken by the fish and chips pub chain Flaming King. This subsidiary is owned by Greene King and as the name might already hint, they are now committed to providing customers with more flexible dining options.
Greene King has introduced a new line of products under the marketing campaign “Making Waves”. This movement seeks to highlight the number of contaminants which enter into the human food chain. However, the goal is also to introduce health-conscious individuals to a series of tasty vegan alternatives to more traditional dishes. As an example, their novel line of fish-less steaks are primarily comprised of tapioca starch, wheat and organic flour. Of course, well-known sides such as mushy peas are always on hand.
This pub chain is attempting to bridge the gap between flavour and health. The good news is that it has already made headlines. Their fish products are said to taste exactly the same as previous offerings and yet, no harm is being caused to the maritime environment. While there is no doubt that such a move will appeal to strict vegans, it should also be noted that up to seven per cent of all UK consumers have now adopted a “green” lifestyle. This equates to no fewer than 3.5 million consumers. It does indeed appeaar that Flaming Grill is attempting to tap into a demographic that would have previously been nearly impossible to address.
Although veganism is a movement still in relative infancy, a sense of awareness is increasing. Some scientists estimate that up to 80 per cent of fish that could be harvested in the past have all but disappeared. The fear is that this trend could lead to a global collapse in the not-so-distant future. Should maritime species no longer exist, the impact upon humans would be severe.
Above all, the move by this establishment clearly indicates that the average consumer is more environmentally conscious than ever before. It is perfectly reasonable to assume that this trend will continue. While a traditional pub chain will always offer a host of dining options, their menus could very well appear much “greener” in the near future.
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The dish, commonly called "fish & chips", can be enjoyed in the pub or on the go and consists of a large piece of fish fillet, cod or haddock, - covered with a thick layer of dough, before serving. to be immersed in boiling oil.
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