A study by Cambridge University has found that offering a greater choice of vegetarian and vegan meals on a menu can nudge diners towards choosing them instead of meat or fish.

Researchers analysed 94,000 meal choices made at three colleges where diners make their purchases on university cards topped up with credit.

They found that doubling the number of vegetarian options on the menu from one in four to two in four reduced the proportion of meat-rich purchases by between 40% and 80%, without affecting overall food sales.

The findings are published in the journal Proceedings of the National Academy of Sciences.

Cambridge study shows more vegan choice encourages people away from meat Credit: ITV Anglia