A simple 4-week plan that fits easily into your life and tools that do the hard work, from a dairy farmer's daughter who's been there.
You want to eat more plant-based, for your health, for animals and for the planet. You've probably tried. But somewhere between the good intentions and the weekly shop, it falls apart.
You don't know which products to buy. Animal ingredients hide behind names like whey, shellac and E120, and most of them don't appear in bold, so every packet of bread, biscuits or crisps feels like an organic chemistry test. The swaps you tried tasted awful. You're not sure how to make the meals you love taste as good. And you worry: am I getting enough protein, iron and B12? If you feel tired, it's easy to decide plant-based just isn't for you.
It isn't your fault, and it isn't willpower. Nobody ever gave you a plan.
You've been trying to do everything at once, on your own: change your whole kitchen, learn every ingredient, find swaps you like and sort out your nutrition, one Google search at a time.
And until that changes, every food shop can keep costing you:
You don't need another lecture on why plant-based matters. You already believe in it. That's why you're here.
Think about Couch to 5K. Nobody goes from the sofa to running 5K in one go. Someone gives you a plan: run for a minute, walk for a bit, a little more each week. You never have to decide what to do next. And one day you realise you're a runner.
That's what's been missing. Not more information. A plan, and the right tools to make each step quick.
Four weeks, three small steps a week, about 15 minutes each. Every step tells you what to read, what to do and when you're done. Week 1 doesn't even involve a shop.
Answer a few quick questions and get the answer, instead of building everything yourself.
Type any word from the label into the Hidden Ingredient Decoder and see straight away whether it's vegan, what to watch out for and what to swap it for. 540+ ingredients, UK or US.
Over 10 years of trying everything, so you can skip the abominations and go straight to the good stuff, with budget picks and treat picks.
Most advice hands you a massive list of everything you can't eat and leaves you to it. This does the opposite. It starts with what you already eat, keeps the food you love, and builds your confidence one small win at a time.
Here's what you actually get. Print it out, or keep it on your phone and open it in the aisle.
"The interactive walkthrough is seriously amazing. I am a massive fan of the 'My Plant-based Kitchen' tool, being able to say where I shop and what I typically eat; and then it listing out specific products is a game changer"
— Ben H"What a fun and interesting read. The day-by-day walkthrough makes plant-based living much more accessible for me"
— Anna A"This guide is bloody brilliant! It is very easy to follow and Sarah does a great job of making it feel like she is there, offering a supportive shoulder, throughout the journey to plant-based living"
— Todd K"I have just finished going through The Shopper's Guide to New and Almost Vegans. This is a great guide for those committed and curious and very easy to apply in everyday situations. It is intuitive, free of jargon and buzz words, and insightful as well. A guide that will meet you where you are at"
— Baz B"You 100% helped me, I went veggie, then cut out dairy, then finally eggs and all those bits and bobs on the back of the ingredients."
"You've totally inspired me to go vegan, after being veggie for nearly 20 years."
You've made the switch and the reality has hit. Every shop takes twice as long, reading labels feels like a test, the swaps you tried were disappointing, and you're worried about feeling tired.
→ The Full Guide is for you.You've been vegetarian for years, or you're cutting back on dairy and eggs. You care about your health, animals and the planet, but you need a simple plan that fits real life.
→ The Full Guide is for you.You know your stuff. It's the weird scientific names that still catch you out. Here's the thing nobody tells you: the list of sneaky animal ingredients in supermarket food isn't endless. It's short and predictable, and loads of scary-sounding names are completely fine (lactic acid, despite the name, is almost always vegan). The Decoder explains 540+ of them in plain English, UK or US, and covers toiletries and make-up too. It's updated every 3 months, so you never have to keep track yourself.
→ The Decoder on its own is built for you.
Let me be clear. I'm not a food scientist. I'm not a dietitian. And I'm definitely not some perfect, lifelong activist who's going to look down on you.
I grew up on a dairy farm in Northern Ireland. If anyone should have known what was in food, it was me. Over 10 years ago I went vegan overnight, and I felt completely lost.
I went plant-based after learning about the environmental impact of animal agriculture. My family weren't happy about it at first, and for a while I even kept it quiet. So I know exactly what it's like to want to do the right thing without making it a big deal.
I remember standing in the aisle in Tesco, crying, clutching a packet of rice and furiously reading the ingredients. "Is this even vegan?"
Everyone else seemed to know what to look for, and I felt like I'd missed the instructions.
So I learned the hard way. I trusted brands I thought were "vegan brands" (Quorn, I'm looking at you). I wasted money on supermarket vegan cheese I hated. I once found out the Pop-Tarts I'd been happily eating had gelatine in the icing. The icing! I bought crisps and realised there was milk powder in the seasoning. I felt like such an idiot 🙈
I got so fed up of feeling like a failure just because I couldn't read an ingredients list, so I decided to figure it out myself. I went deep into UK food labelling rules, packaging laws and the official additive lists. And what I found was hiding in plain sight. The supermarket isn't hiding a never-ending mystery from you. There's a short list of animal ingredients that keep showing up in normal packaged food, things like whey, casein, carmine and shellac.
Once I turned all of that into a simple check, everything changed. My weekly shop went from a 45-minute panic spiral to a 15-minute breeze.
And nobody forced me to go cold turkey on the kitchen, which I think is exactly why I'm still vegan over 10 years later. I finished what was in my cupboards, then swapped in vegan versions as things ran out. I got to do it my way, at my pace, without the guilt. That's what I want for you too, so I turned it all into the guide I wish I'd had on day one.
Nobody should feel lost or judged just for trying to do their best to take steps towards a future where we can collectively thrive, without intentional harm to life on our planet.
— Sarah x
You keep going the way you are now: longer in the shops, second-guessing every meal, and quietly feeling guilty that what you're doing doesn't match what you care about.
Twenty tabs open on your phone in aisle four, and money on awful substitutes that make you want to give up.
Three small steps a week. By the end of Week 2 you can read a label in seconds. By the end of Week 3 you know which cheese melts and which milk is actually good in tea. By the end of Week 4 you've planned your first full vegan week, with the Decoder in your pocket for anything that still catches you out.
No going cold turkey, no preachiness, and no more wondering if you're doing it wrong. Just delicious, normal food that matches your values, at your own pace.
At the end of the day, this isn't really about labels and shopping lists. It's about feeling completely at peace with how you eat.
Start with the Decoder. At £3.99 for the first 50 buyers, it explains 540+ hidden ingredients, with an A–Z search and common non-vegan products to watch out for. Take it to the shops, search the ingredients that catch you out, and see how much calmer the aisle feels.
If you find you want the full plan (the 4-step check, the swaps and the shopping list builder), the Full Guide is there at a discounted price when you're ready, so there's no extra cost.
If you hired a plant-based nutrition coach to walk round the supermarket with you, you could easily pay £100 to £150 for an hour. And guessing on your own adds up too: a few pounds a week on swaps that end up in the bin soon becomes hundreds a year.
That's £95 of practical supermarket tools, for £14.99 at launch. Less than an average lunch out in London!
If you're new or still finding your feet, get the Full Guide. If you already know your way around a label and just want a reference for the ingredients that catch you out, get the Decoder.
Yes. The Full Guide includes the Decoder, My Plant-Based Kitchen and the Craving Rescue Kit, so you don't need to buy it separately.
The first 50 people to buy either product get the launch price: £14.99 for the Full Guide or £3.99 for the Decoder. After that, prices go up to £19.99 and £5.99.
The first 5 buyers get a private 1-to-1 basket review with me. I'll go through your most recent shop and give you personalised, targeted help to make your next one easier.
You probably will at some point. I did, and I grew up on a dairy farm. Getting something wrong isn't failing. It's how everyone learns, and I still do it. The guide is built around progress, not perfection.
It only gets expensive if you fill your trolley with fancy branded items. The guide shows you where plant-based staples are cheaper, such as bulk beans, lentils and rice, and silken tofu from the world foods aisle, plus the few treat swaps that are actually worth paying for.
That worry makes total sense. I've bought vegan cheese I hated. That's why the guide gives you my Top Swaps, with budget picks and treat picks, so you know what to buy before you spend a penny.
It's one of the most common worries, and it usually comes from cutting foods out without replacing what they gave you. Week 3 covers the nutrients that matter, and the Swap Nutrition Comparison shows exactly what to top up with normal supermarket food. If you feel unwell or have a medical condition, check with your GP or a pharmacist.
Not at all. I did, and I wouldn't recommend it. The guide uses a cupboard-first method: finish what you have, then restock with the vegan swap, one shop at a time. My Plant-Based Kitchen builds your shopping list as you go.
Free lists only tell you about what's written on them. The guide teaches you a 4-step check that works on any packet, and the interactive Decoder explains 540+ hidden ingredients, so you stop relying on guesswork.
B12 is the one nutrient you can't reliably get from food, so everyone eating plant-based should take a supplement. The guide explains that clearly, shows the fortified foods that help and covers the other nutrients worth planning for. For any personal health questions, check with a pharmacist or GP.
Yes. The Hidden Ingredient Decoder is built for you, and you can buy it on its own: 540+ ingredients, a UK/US switch and a Non-vegan Products section. It also covers toiletries and make-up, and it's updated every 3 months.
The Decoder is an interactive tool you open in your browser. The Full Guide is a 4-week plan you can print or keep on your phone, with the Decoder, My Plant-Based Kitchen, My Top Swaps, the Quick Reference Cards, the Hidden Ingredient Cheat Sheets and both bonuses included. After checkout, open your purchase on Whop. It works on any phone, tablet or computer.
Yes. Use the Decoder on your phone. With the guide, you also get Quick Reference Cards and Hidden Ingredient Cheat Sheets to print and keep in your bag.
Supermarkets change recipes all the time, so both the guide and the Decoder are updated every 3 months, free, and the new version is in your Whop library.
