Fitness brand Vegan Liftz is offering three meat-eaters £2,000 ($2,600) to ditch animal products and go plant-based for 30 days.
The initiative - which aims to demonstrate the 'real effects of a vegan diet' - follows Vegan Liftz' survey of more than 4,600 Brits.
The nationwide survey aimed to find the top meat-eating cities in the U.K which turned out to be Newcastle, Glasgow, Birmingham, Liverpool, London, Coventry, Leeds, Portsmouth, Manchester, and Cardiff.
"We will use the three candidates' experiences to create onsite case studies, demonstrating how switching to a vegan diet can impact health and fitness, including any drawbacks," the brand said.
"It’s important to us that these case studies are honest and relatable, so our readers can make an informed decision on whether veganism is right for them, as well as how best to implement it.
"To get maximum results, we think it's important to hire people who have previously eaten a meat-heavy diet, therefore the new recruits must be currently living in one of the top five most carnivorous areas of the country, as found by our research.