FLEXI-FEB: WORLD CUP WINNER BEN COHEN BACKS SIMPLE LIFESTYLE CHANGE THAT GOT HIM BACK TO FULL FITNESS
The month encourages Brits to recognise the benefits of cutting meat and dairy intake for health, environment, and animal welfare.
According to new research, 89 percent of the nation do not follow a ‘flexitarian diet’, despite its many health and environmental benefits. The flexi-diet is defined by most as endorsing plant-based foods whilst enjoying some meat and dairy in moderation.
The new study actually found that 87 percent don’t bother to diversify their diet at all by trying new foods, with 30 percent eating the same meals every week – and high protein foods rarely featuring in shopping baskets (24%).
Just 11 percent want a flexible diet to be more sustainable – despite cutting meat and dairy intake being one of the biggest steps towards reducing an individual’s environmental impact.
And just 14 percent want to reduce their meat and dairy intake to help with their health goals.
The research by the UK’s number one vegan and free from chocolate brand NOMO found some of this reluctance could be down to not wanting to forgo favourite foods (16%), worrying about getting enough protein (11%) and even being judged by friends and family (6%).
Flexi-Feb, started by NOMO three years ago, is a month that encourages Brits to recognise the benefits of reducing meat and dairy intake by trying vegan substitutes from the free-from aisle – or adding plant-based foods like lentils, chickpeas, and kidney beans to their meals.
And according to England Rugby World Cup winner, Ben Cohen, the month could have a huge impact for those who give it a go – suggesting the diet could inspire England success at the Six Nations.
Cohen, 45, says veganism saved his life in 2017 after he contracted glandular fever and pericarditis – the swelling of the sac surrounding the heart – which he almost died from and left him bed bound for two months.
In a bid to rebuild his diet he turned to veganism which he credits with giving him greater energy and muscle mass.
Not wanting to cut out meat and dairy totally, he is now a ‘flexitarian’ and is calling on the England Rugby team to give the diet a go – with current England international Ellis Genge already introducing a flexitarian approach to his diet.
Ben Cohen supporting NOMO’s Flexi-Feb campaign said: “Six years ago I almost died following severe pericarditis, glandular fever and sepsis. I credit turning to a plant-based diet in getting me back to full health. Back then the number of vegan alternatives were limited which made sustaining this diet trickier, but now the range of vegan substitutes in the free-from aisles at supermarkets is huge.
“More recently I had a small stomach ulcer that popped during filming for the Full Monty, which was extremely painful, and I’ve had to adapt my diet again to a sensitive stomach – so not eating too much meat and not eating dairy. It’s so much easier to achieve this nowadays – eating plant-based no longer means sacrificing things like great tasting chocolate, which I’ve got a weakness for. There’s a better understanding that plants are a fantastic source of protein and fibre, which can be used instead of meat once or twice a week for those wanting to cut down for environmental, health or animal wellbeing reasons.”
“If I played for England again, I’d cut my meat and dairy intake significantly – and I’d have been a better player for it. Ellis Genge is doing it, he eats vegan two days a week and said his bloods are clearer – and he’s reaching new levels with each performance. Without a doubt the boys should follow suit and consult the England medics to see if cutting animal products could result in gains. At this high level it’s the small changes that make the difference – and fine margins dictate Six Nations success. Look at Novak Djokovic, he avoids animal products where he can and at 36, he’s still at the top of his game.”
According to the NOMO research, 29 percent say they’d struggle to maintain a fully vegan diet – whereas 21 percent say it is easy to reduce animal products as part of a flexi-approach.
And for the 40 percent of Brits eating chocolate once a week at the very least, NOMO could be a good place to start to ease into a diet that cuts down on dairy.
Emma Perrett, Marketing Controller for NOMO, said: “Flexi-Feb is all about encouraging people to cut down on meat and dairy intakes during February by adopting vegan substitutes from the free-from aisles. Our latest research suggests eight in 10 have never tried a vegan substitute despite it being a brilliant way to unlock a new lifestyle that reduces reliance on animal products – and all the associated benefits that come with that. Plant-based food like beans and pulses are another superb substitute for meat which people can try over the month.
“It’s simply not the case that cutting dairy means sacrificing favourite foods – NOMO chocolate comes in all the flavours and formats of its mainstream counterparts. The range has won multiple awards for taste and product quality with judges finding that it tastes the same or better than normal chocolate. What’s more, it can be enjoyed by everyone regardless of allergies or dietary choices – no one needs to miss out on great tasting treats.”
