Singaporeans actually care more about the environment and animals than you’d think (we really aren’t as cold and heartless as we make ourselves out to be—most of the time at least). We want to be better and go meatless but often find it too hard to commit, mainly because we think that going meatless once in a while won’t have a big enough impact, even though it does. 

ALTN, a new food brand looking to give people healthier meat-free choices without losing the yum factor, wanted to make that commitment easier for them. How? By turning them into the heroes they are. Because with one decision to go meatless for a single meal, a life is saved by them.