The action was carried out on Wednesday as part of World Plant Milk Day (WPMD) - an initiative created by Plant Based News' Co-founder Robbie Lockie in collaboration with international food awareness group ProVeg - is a celebration of the plant-based alternatives to cow's milk. Animal Aid is one of major advocacy groups supporting the day.
To promote plant-based milk, Animal Aid campaigners took a giant inflatable cow called Martha to Piccadilly Circus, where they distributed free samples of dairy-free milk alternatives and information about adopting a dairy-free, vegan diet.
Vegan and dairy-free
Animal Aid Campaign Manager, Tod Bradbury, said: "Passers-by were very happy to see Martha, who certainly brought a smile to their faces, and they were equally excited to receive their free samples of coconut milk. Most people were very interested in our literature and many went away pledging to try dairy-free.
"It has never been easier to ditch dairy, with delicious plant-based alternatives to all of your favourites widely available in supermarkets, cafés, restaurants, independent shops and more.
"The dairy industry is not only cruel to the cows, sheep and goats involved in it - as investigations by Animal Aid and other organisations have shown - but it also has a drastic negative impact on the environment through water pollution, soil erosion and greenhouse gas emissions."