Are you an animal lover?

Have you ever asked yourself why it’s socially acceptable to love some animals but eat others? Animals killed for food share many characteristics with our pets. They play, feel joy and pain, and want to avoid harm. Pigs love belly rubs. Chickens have a language; chicks and mothers even talk before hatching. Cows have best friends.

But while we cherish and mourn our pets when they die, a billion UK farmed animals are needlessly killed each year. Most spend their lives in filthy, overcrowded sheds sleeping in their own feces. Before they are brutally slaughtered. Almost all pigs, for example, are gassed to death, screaming and fighting as acid burns through their eyes, nostrils, mouths, and lungs – it’s like being burned from the inside out. 

There is good news, though: if you believe all beings should be treated kindly, regardless of their species, there are easy steps you can take right now. Eating vegan is the most powerful way you can help end this unnecessary suffering.

Why not start by signing up to our V7 challenge and try going vegan for just one week, or downloading the free Vegan Recipe Club App, packed with delicious easy meal options?

Sure, I’ll Try V7

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Simple Swaps

Our aim is to help you enjoy vegan food! We know that eating more vegan meals, or taking the plunge and deciding to go fully vegan, can seem a little daunting when starting out.

We’ve found that one simple approach to make your journey easier is to think of all the things you currently eat and simply swap them for the vegan versions! There has never been an easier time to try vegan with a huge range of products now available in all major supermarkets.

Not Convinced?

Are dogs and pigs the same?

Yes and no…

Find out why

Some Common Myths


Animals are here for us to use.

Despite what many humans think, animals do not, in fact, belong to us. For example, cows do not live for us to use for our own benefit. They are intelligent beings capable of forming strong bonds with their calves. Pigs are not alive for us to confine in small, crowded cages and slaughter for our consumption. They are social animals known to form close relationships with humans.

The circle of life/eating animals is natural.

More than 70 per cent of animals are factory farmed in the UK experiencing practices such as artificial insemination and selective breeding; there is nothing natural about animal agriculture. To use the ‘natural is best’ argument consistently, we would have to throw away our phones, get rid of our clothing and go live in a cave, as much of our modern day is totally unnatural. Eating meat isn’t natural. But it is perhaps wiser to ask what is ethical rather than what is natural, and eating animals can hardly be considered ethical with the abundance of delicious plant-based foods available.

Animals would take over the planet if we didn’t eat them.

The world will not go vegan overnight, and the reason we have so many farmed animals on the planet today (70-75 billion) is because of factory farming. As more people adopt veganism, the demand decreases, making it less profitable to farm and resulting in a gradual decrease in breeding. Plus, less animal farming means more land would be available to grow crops for human consumption, or it could be rewilded, helping with biodiversity and taking CO2 out of the atmosphere – beneficial for tackling the global environmental crisis.

Humans are top of the food chain.

As the dominant species on the planet, we should not use our position as a justification to do with other animals as we please, but rather as an obligation to protect and provide care to those vulnerable to us. In other words, might does not equal right.

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