Cambridge scientist uncovers cunning way to double the sales of the famous Greggs Vegan Sausage Roll – and in an open letter, shares the technique with key people at Greggs. Cambridge research finds unique nudge approach that significantly outperforms carbon labelling for increasing sustainable food consumption.

Ever wondered how your dinner impacts the planet? A groundbreaking study from Dr. Mohammad Fazle Rabbi at the Coordination and Research Centre for Social Sciences, Faculty of Economics and Business, University of Debrecen, Hungary, dives deep into this question—exploring how Europe can reduce its food-related carbon footprint and meet its ambitious sustainability goals. Published on July 16, 2025, in Sustainability Insights, this research evaluates eight European Union countries over a 12-year span (2010-2022) to uncover critical pathways toward a greener future.