Popular UK cookery show The Great British Bake Off is set to feature its first ever vegan baking challenge - allegedly thought up by host Noel Fielding.
According to reports, Fielding suggested the idea to producers, who thought it would appeal to a 'millennial snowflake' audience.
Every week, the show - which is hosted by Sandi Toksvig, Noel Fielding and Prue Leith - has a different challenge, including making biscuits, bread, and pastry - with the vegan challenge being an extension of that.
A Channel 4 source told The Sun: "When Noel put forward the idea producers leapt at the chance to try something different — especially as they think it’ll appeal to younger viewers.
"While the show has a loyal fanbase, those in charge are keen to snap up a different demographic."
It won't be the first time the programme addresses plant-based food: in 2016 the show had a contestant - Rav Bansal - who followed a predominantly animal-free. He disappointed vegan viewers when he ditched it, saying: "I took part in a vegan challenge in 2014 which was supposed to be for two weeks, but eventually turned into six months. Although I am not a vegan now, I do have a predominantly plant-based diet."
Vegan on screen
The increasing popularity of veganism means it is starting to appear in more and more mainstream formats.
The Bake Off challenge will follow a recent episode of Jamie Oliver's show Jimmy and Jamie's Friday Night Feast, which focused entirely on veganism.
Speaking about the show, Oliver said: "It's a mainstream Friday night show that goes around the world and we have the whole show dedicated to it."
It is thought the new series of The Great British Bake Off will air in late August.