From helping the planet to losing weight, there are many benefits to a vegan diet. But omnivores aren't convinced, and some are claiming that overbearing vegans are to blame. Because expressing outrage or perceived self-righteousness is proven to be ineffective in changing people's minds.

From egg-free mayonnaise to meat-free pastrami, veganism's entry into the mainstream has begun in earnest. And with Britons growing increasingly health-conscious, animal-free alcohol is growing in appeal, prompting major British retailers to up their vegan wine offerings.

Seitan and Fabanaise – that’s ‘wheat meat’ and mayonnaise made with chickpea water – might not have reached the shelves of the average Tesco yet, but veganism is infiltrating the mainstream. How can companies step up to meet the needs of more than half a million Brits who are vegan?

Just off Melbourne’s über-cool Brunswick Street, hipsters are queuing outside cult café Smith & Deli. But while the menu might be based on New York-style cuisine – pastrami sandwiches and home-cooked lasagne – here, things are a little different. Everything sold at Smith & Deli is 100% vegan.