From fringe to mainstream: how millions got a taste for going vegan

First, it was a fad. Now, as meat consumption falls, it's part of everyday life ... the unstoppable rise of the plant-based diet

It says something about the gathering momentum of veganism that last week it breached not one but two bastions of British culinary culture. First there were complaints after that fanfare of eggs, butter and cream, The Great British Bake Off, was left with separated yolk on its face when its first vegan contestant, 19-year-old Freya Cox, was given animal products to use during a technical challenge.

Then Cadbury announced that from next month there would be a vegan alternative to its signature confectionery, the Dairy Milk chocolate bar. The Cadbury Plant Bar substitutes almond paste for the glass and a half of milk" said to go into every Dairy Milk bar.