Health values and moral concerns about current food production systems are the main drivers of the vegan and organic food trends. Increasing revenues in these markets resulted in a wide variety of vegan products and more advertisement on vegan foods. Critics complain that consumers are misled on health aspects of vegan food. This study analyzed advertisements in vegan and organic magazines from 2010 to 2015. Our findings show that the advertisement put less emphasis on health claims but rather focus on the aspect of naturality
