A RESTAURANT is offering money off meals for anyone who pledges to go vegan.

Purezza, in St James’s Street, Brighton, has teamed up with charity Animal Aid to offer 15 per cent off weekday lunchtime meals throughout November.

The pizzeria describes itself as the UK’s first plant based Italian restaurant.

Rob Trounce, from the restaurant, said the initiative aimed to help non-vegans and give them all the assistance that they need to adopt a plant-based diet for the month and beyond.

He added: “Animal Aid do amazing work to help people live a more healthy and ethical lifestyle, and their Vegan Challenge is an ideal point in which to experiment with shifting towards a more plant-based way of eating.

“It’s our pleasure to be able to support the campaign and people undertaking the challenge with a special offer, and also to show how amazing plant-based food can be.”

Those who sign up will be provided with recipes, nutritional information and will be prompted to enter a number of competitions.

They will also be invited to The Retreat Animal Sanctuary in Kent to visit the animals who live there – most of whom have been rescued from slaughter.

Tod Bradbury, from Animal Aid, said: “The Great Vegan Challenge is the perfect way for those curious about trying a plant-based diet to give it a go for a month.

“The number of vegans in Britain has risen by 350 per cent in the last ten years; this rise is due to a growing concern about animals and the environment, but also for health reasons.

“And with vast amounts of vegan options now available in supermarkets, cafes, restaurants and coffee shops, it has never been easier.

“We urge all residents of Brighton to give the challenge a go and sample the amazing vegan food on offer at Purezza, too.”

A vegan diet is 100 per cent plant-based.

Vegans do not eat animal flesh or fish and they also avoid all other animal products, including dairy products, honey and eggs.

The prevailing principle behind veganism is to oppose violence against animals.

However, in recent years it has also been shown to be drastically better for the environment than a meat-based diet.

For more details and to sign up to the Great Vegan Challenge by visiting govegan.org.uk.