Not long ago veganism was synonymous with hairy armpits and hippie communes. How the tables have turned. Today, it seems, the shiniest, happiest, most beautiful people are vegans, or at least that’s how it appears on Instagram where vegan celebrities and healthy social stars are posting dairy and meat-free food porn pictures that could turn Nigella Lawson.

Forget juicy rump steaks and dripping chocolate pudding. Scroll through your Instagram feed and you’ll find lush organic blueberries and decadent desserts made from coconut water, raw cacao and cashews over creamy dairy products. And they look (and taste) amazing.

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View photos Aussie model Bridget Malcolm swears by a plant-based diet. Image: Instagram. More

View photos Perth-born, New York-based model Malcolm is a passionate vegan. Image: Instagram. More

So, too, do their devotees, like Victoria’s Secret model Bridget Malcolm. She’s been dabbling in veganism – the abstinence of all animal products including eggs, dairy and leather – since 2009 and, now a “fully committed” vegan, was named PeTA’s sexiest Australian vegan in 2015.

Amongst regular posts about her latest modelling gigs, you’ll find the odd mouth-watering vegan dish (the sweet potato burrito from Brooklyn’s Jungle Café is her current fave. While there’s certainly no better advertisement for the healthy, cruelty-free lifestyle, that’s not Bridget’s only motive.

View photos Bridget is a fan of meat-free meals, like this kale and walnut salad. Image: Instagram. More