Meat-free brand Quorn has partnered with celebrities Ben Fogle and Jermain Defoe to launch a short film insisting eating less and better meat is better for the health of consumers and the planet.

The film forms part of Plate Up, a three-part series, which sees Fogle go on a journey to discover how relevant eating less meat is to modern-day living, as people take more interest in how their lifestyle choices, including diet, impact on the environment.

The first in a series of celebrity partnerships kicks off with Premier League footballer Jermain Defoe, focusing on the role protein plays in sport and how eating less meat has had a positive impact on his sporting performance.

“Plate Up comes at a time when people are giving much more thought to the benefit of eating healthier, more sustainable food,” said Quorn marketing director Peter Harrison.

“This forms part of a bigger picture in which retailers, suppliers and shoppers are all more aware of how the choices we make today, including diet, will impact on future generations.”

The activity forms part of Quorn’s £14m brand support package throughout 2018.