10 years after the start of Meat Free Monday, the major British cheese brand has introduced another day of 'climate-friendly abstinence' dubbed Flexi Friday.
In a statement sent to Plant Based News, Applewood Senior Brand Manager, Lisa Harrison, said: "We are establishing Flexi Friday 10 years after the start of Meat Free Monday because much has changed in those 10 years, principally climate change, and because of that crisis it is no longer enough for us to follow a climate-friendly diet on just one day a week, we need the option of this second day now."
The brand has also teamed up with vegan entrepreneur Heather Mills to create a plant-based version of its smoky dairy classic.
"The Prime Minister has said that he recently tried to follow a vegan diet but he gave up because he missed his cheese," Harrison said.
"Jeremy Corbyn is a long-time vegetarian who has said he is increasingly eating vegan food, so he's very flexegan, and the Duchess of Sussex reportedly tries to follow a vegan diet during the week but not at weekends.
"We hope that Applewood Vegan will help them all with planet-friendly eating that doesn't mean missing out on the taste of cheese. It's taken years of development but finally, there's a vegan cheese that tastes like cheese."