A new vegan fast-food restaurant in Worcester has lent its support to the proposed ‘meat tax’.

Ethan Brown, founder of the world’s biggest plant-based meat company, Beyond Meat, has said that a tax on meat could slash people’s consumption of animal products.

Now Frickin Chicken, a vegan restaurant founded by Patrick Kelly opening soon in Worcester, has voiced it's support for the initiative.

Marketing manager Hana Hughes said: “By increasing the price of meat with this tax, it may encourage consumers to choose plant-based products, therefore it could help newer plant-based companies (like ourselves) grow!

“Meat is often a lot cheaper than meat alternatives. We have already seen the Co-ops 'GRO' range lower their prices to match the price of meat and we think this is an amazing step in the right direction"

She added: “We all understand that plant-based products tend to be a lot better for the environment and we all know how important this planet is!

“Choosing a plant-based meat product means there is less animal cruelty and as a vegan company, run by vegans, we are all for this!

“So, if a meat tax persuades people to try plant-based food, something a little different from what they are used to and they end up LOVING IT, then we don't see the meat tax as a bad thing at all.”

Paul Crouch of the Worcester Vegans and Veggies group has joined the support for the ‘meat tax’.

He said: “Worcester Vegans and Veggies would support a review of current taxation to reduce meat consumption for the health of the nation, reduce associated stress on our health services from associated disease, reduce the huge environmental impacts of meat production and of course reduce the unnecessary killing of animals for food when humans can prosper on a vegan diet.

“Similarly, incentives to assist U.K. farmers to diversify from meat and dairy production to produce sustainable consumables for the nation would also be welcomed.”

Be The Change, one of the city’s most established vegan restaurants, has also voiced its support for such a tax, and director and co-founder, Anthony Chesher, believes it is in the government's hands.

He said: “Vegan 'meat' alternatives are coming down in price the whole time and that is because of the increased demand for them and the economies of scale. Why the increased demand? Well, if you can have the same texture, the same taste & not be ending the life of animal, why wouldn't you choose the vegan option?!

“Food is constantly the subject of tax and subsidies. One of the reasons mass-produced meat and dairy can be done cheaply is simply because of government subsidies.

“I'm always going to back something that reduces the needless killing of animals. Grains, beans, and veggies are some of the cheapest items in the supermarket and so affordable, tasty, and nutritious alternatives are out there.”