Celebrity chef Jamie Oliver is ditching meat as part of his new 5-Day Veggie Challenge.
The challenge - which starts on May 14 - is timed to coincide with National Vegetarian Week (May 14-20).
Oliver encourages participants to swap out meat for fresh veggies, providing new recipes, a shopping list and extra tips and info for those who pay £2 to take part.
'Wonderful world of veg'
Oliver said his challenge is about 'connecting people in kitchens across the country on a veggie journey'. He wants people to share the tips they learn while cooking and eating without meat.
He added: "With this challenge, I want to inspire everyone – veggies and meat-lovers alike – to embrace the wonderful world of veg, every day. Knowing how to make veg and fruit the stars of the show is such an exciting way to cook.
"Plus, eating more veg is always going to put you in a good place. It’s good for your wallet, good for the planet and it can be really good for your health. So guys, sign up and unlock a delicious week of veggie cooking – I'll be by your side every step of the way."
This new initiative follows the Veg Power project that Jamie Oliver is involved with along with fellow celebrity chef Hugh Fearnley-Whittingstall.
The campaign founders are working with supermarkets and the Government in a bid to increase vegetable consumption across the UK.
A series of fundraising initiatives have been launched by Veg Power in a bid to raise money to invest in marketing vegetables, and making them more attractive.