Interest in plant-based diets has skyrocketed following the release of sports documentary The Game Changers.
The film, which is directed by Oscar-winner Louie Psihoyos and executive produced by Oscar-winner James Cameron, 'documents the explosive rise of plant-based eating in professional sports'.
It follows mixed martial artists James Wilks (also a producer) as he learns about the power of a plant-based diet, interviewing top athletes who have ditched animal products, and conducting various experiments.
The film has seen huge success since its release - first on iTunes, where it became the bestselling documentary of all time, then on Netflix, where it launched on October 16.
Since that date, Google worldwide searches for 'plant-based' have spiked, according to Google Trends data.
In addition, at least one plant-based business has reported growing interest in its products, and membership of Facebook group Vegan Food UK has surged since the film.
The film is smashing some of the stigma around veganism and plant-based diets, according to producer and star James Wilks.
He told Plant Based News: "I think because of the stigma against veganism, there's a lot of people we have spoken to who have had a hard time coming out about it - it's almost like they are in the closet.
"We've had people - celebrities, famous musicians - saying 'our whole band is plant-based and has been for years, but we don't want to come out yet, but when your film comes out we'll start telling people'."