Meat free Mondays are clearly paying off for Quorn.
The substitute meat brand fronted by Mo Farah is planning to invest millions of pounds in the UK and create 300 jobs after an "unprecedented" start to the year, with ambitions to become a billion dollar brand over the next decade.
“We are proud to be contributing to the UK’s export drive and to be investing in a British innovation that is vital to addressing the future need for protein across a growing global population," said Quorn Foods chief executive Kevin Brennan.
Sales of the sausage, spaghetti bolognese and steak replacement surged 19 per cent in the first half of the year and by 15 per cent in the UK alone as more people embraced a "flexitarian" diet. For the uninitiated, that's favouring eating food that doesn't contain meat but not sticking to it in the same way as vegetarianism.
And it's not just Brits embracing the meat free Mondays, apparently. Sales in the US were up 40 per cent in the same period and by 35 per cent in Australia and Asia.
The firm believes the flexitarian is not a fad and is a committed move by many to become more sustainable in the way we eat. Hence the belief it can become a business worth more than one billion dollars - what one might call a unicorn in the world of Silicon Vallery tech... or a uniquorn.
The £150m investment by owner Monde Nissin will be at its main production plant in Billingham, Teeside, and in North Yorkshire.