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Vegan Life

August 07, 2020 - The Psychologist

The vegan resistance

The vegan resistance
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What drives people to lash out at others who choose to eschew eating animals out of compassion? And what does it say about those who get upset and angry when someone else decides to give up meat?

In January 2019, the largest bakery chain in the UK, Greggs, launched a vegan version of its best-selling product: a vegan sausage roll. The launch did not go unnoticed. Within hours of Greggs announcing the new addition to their menu, British television broadcaster Piers Morgan fulminated on Twitter: ‘Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns’. A few days later Morgan continued his tantrum during his television programme by declaring the start of ‘the vegan resistance’ while posing next to a stall full of raw meat.

While it was evident that Morgan was not waiting for a vegan sausage role, numerous customers clearly appreciated its addition to the menu. Indeed, six months after the launch, Greggs reported an exceptional profit gain of 58 per cent for the first half of the year, pointing to the vegan sausage roll as the key driver of the boost in sales. It’s now planning to provide vegan versions of all its top-selling products.

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The Psychologist


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