A report by Innova has revealed vegan & meat substitutes are eating into the meat, fish & eggs category by up to 7.4%, reflecting a growing appetite for reduced meat intake on health, sustainability and animal welfare grounds. Dairy & egg ‘free’ are also becoming regular additions as companies adjust to changing tastes. Be warned though – it has to be yummy and not the shape of a sausage! The Lamb Council may have abducted a Vegan but it looks like the Vegans might have the last laugh. BAA HA!