We all know, eating less meat is beneficial to people, animals and the world. But it requires change, and change often is confronted with resistance. We want to eat less meat, but we don’t want to miss out on anything. And we dislike being forced into vegetarian choices.

In many cases, kids can be a driving force for change, embracing what’s new and taking families a step further into the future. Unox provides accessible vegetarian food for all, connecting classic habits and rituals with new solutions. The idea bridges the gap between those Dutch food traditions and the new world with a uniquely animated fairytale, which touched the hearts of the ‘rookworst’-loving Dutch.