In the same week that Waitrose showed its food magazine editor William Sitwell the door for mocking vegans, the supermarket published a report suggesting that one in eight Britons are now vegetarian or vegan.
The report is based on millions of the supermarket's transactions in shops and online, backed up with by a poll of 2,000 adults that shop across a range of retailers.
Quoted in The Guardian, Waitrose's Head of Brand Development Natalie Mitchell said: "This year, we've seen vegan food go mainstream. Whether cooking at home, buying prepared food or trying the newly vegan-friendly restaurants, people are discovering that it tastes amazing."
Vegan, vegetarian, flexitarian
The report revealed a range of reason why people are choosing to ditch animal foods including animal welfare concerns, health, and environmental issues.
The provision of vegan food in supermarkets has never been so good, and the options for vegans dining out continues to grow at an unprecedented rate.
"Being mindful of how we live and eat has become a priority in today's world," Waitrose Managing Director Rob Collins said in a statement.
"As we become increasingly mindful of our own health, the wellbeing of our family and that of the planet, we're reshaping how we shop, cook and eat. Welcome to the era of the mindful consumer."
If you want to know more about going vegan, you can try Viva!'s free 30 Day Vegan meal plan