The plant-based food boom is no longer just a trend to watch out for. Burger King’s Rebel Whopper and Gregg’s vegan sausage roll brought meat-free into the mainstream, and veggie food brands continue to multiply on supermarket shelves.

With competition growing, how can vegan and vegetarian brands stand out? Slapping a green leaf on your packaging won’t cut it anymore, and a lot of the most successful players in the category use language to carve out a niche.