Jamie Oliver is encouraging people to ditch meat for a vegetarian or vegan lifestyle several days a week... just as he plans to launch a vegetarian cookbook

Some of his most popular recipes include those for steak, burgers and southern fried chicken.

But now Jamie Oliver is encouraging people to ditch meat for a vegetarian or vegan lifestyle several days a week... just as he plans to launch a vegetarian cookbook.

The celebrity chef said the diet will save people ‘a load of money’ and revealed he personally tries to be vegetarian two or three times a week.

He described the experience as ‘an absolute joy’ and encouraged others to enjoy ‘more plant-based delights’ because it is ‘beneficial for the environment and your wallet’.

When eating meat, the chef said he chooses wild or organic varieties, even if it means plumping for cheaper cuts.

Oliver also revealed he has written a vegetarian cookbook but is struggling to get Channel 4 to make a programme because producers are ‘not yet convinced the general public want to see it’.

The 39-year-old said yesterday: ‘Vegetarian and well managed vegan diets are looking very good at the moment in general health terms.

‘We should all be learning from them and focusing on enjoying more plant-based delights. I personally try to eat vegetarian 2-3 times a week.

‘It will save you a load of money and it challenges you to be more creative but it’s been an absolute joy.’

He wrote about the topic during a discussion on parenting website Mumsnet. The father-of-four was promoting his upcoming Food Revolution Day, which is part of a global campaign to put compulsory food education on school curriculums.

‘As far as meat is concerned, many parts of the world which have areas of very long life expectancy do eat lots of vegetables but they do also eat meat too,’ he continued. ‘So we shouldn’t scaremonger - if you can be vegetarian - do the best you can. If you love meat go for higher quality and in moderation.

‘On a personal note, going for wild meats or organic meats or even cheaper cuts of organic meats which are more affordable but free range and grass fed are always optimal for me.

‘The reality is that your great-grandmother would never have consumed the volume of meat that we easily do breakfast lunch and dinner 6-7 days a week.

‘Winding back is definitely a good idea. It is also definitely beneficial for the environment and your wallet!

‘I’ve written a vegetarian book and I’m waiting for the chance for Channel 4 to show it.

‘They’re not yet convinced the general public want to see it, personally in my position I disagree.’

When asked by one worried mother how she could get her children to eat more protein on a vegetarian diet, the chef told her to ‘be ninja about the wonderful world of beans’.

Two or three days a week he tries to avoid the meaty masterpieces that made him famous and helped him set up an empire of popular restaurants serving the sorts of dishes he publicised on his TV shows

He continued: ‘You can source and get the most delightful range online. You’ve got a pretty good selection in supermarkets, but if you see how Spanish and Italians cook with beans, and whether it’s whole, smashed, soft, crispy, the possibilities are endless. And online you can source anything. The shapes and colours are beyond belief - these are often bought dried, and they’re cheap as chips, but much more nutritious.’

Oliver will turn 40 next week and seems to have mixed feelings about the landmark birthday.

He said: ‘It [turning 40] doesn’t feel that great - I’m just processing it all at the moment. I feel like I’ve climbed a hill and now I’ve just got to walk down it.

‘Only joking - I feel happy. Since my wife’s been 40, she’s had a little spring in her step, so hopefully it’ll be the same for me.

‘Hopefully it won’t effect my eating habits because in the last year, I feel I’ve got them in a really good place.’

The chef is married to 40-year-old Jules Oliver and they have children Poppy, 13, Daisy, 12, Petal, six, and Buddy Bear, four.