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Celebrity chef Jamie Oliver has promoted Veganuary to his 7 million followers on Twitter.
The famous foodie took to social media to share plant-based recipes with those taking part in the annual event.
Veganuary, which encourages people to try veganism throughout January, has a record number of sign-ups this year – with more than 135,000 people so far taking part.
The chef tweeted: “Giving #Veganuary a go this January or just cutting back a bit on meat and dairy after the festive period?
“We’ve got masses of tasty vegan recipes packed full of the good stuff!”
In a separate tweet, Oliver wrote: “Are you vegan or going vegan for #Veganuary?
“Here’s three great meat-free sources of protein you should include in your diet [nuts , seeds, and beans].”
His tweets provoked a mixed response, with one user asking: “So have you signed up to Veganuary yet Mr. Jamie Oliver?”
While the chef has previously spoken about reducing his meat intake, he is not believed to be vegetarian or vegan.
You cansign up for Veganuary here