Alex Bourke, founder of the Vegetarian Guides, told the Vegetarian Society awards in London last night that in addition large numbers of Britons did not eat meat at least two days a week. British meat-eaters consumed a third less than the French and only half as much as Americans.

Just over a third of British meat-eaters said they ate meat every day; a third said they ate meat only two or three times a week. “Sixty per cent of people have become demi-vegetarian,” Mr Bourke said.

There are therefore expected to be plenty of omnivores eager to taste Get Real! Ambledown pies, which were chosen as this year’s best vegetarian ready meal. Stockists include Waitrose.

The retail market for dedicated vegetarian products is valued at £470 million a year by Key Note market intelligence, with growth predicted.

The other winners were:

• Best vegetarian café or restaurant: joint award to Quince & Medlar, Cockermouth, Cumbria, and Manna, in Primrose Hill, north-west London.
• Best vegetarian provision in an omnivorous café or restaurant: Arisaig, Glasgow.
• Best retailer: Fresh & Wild, London.
• Best meat or fish substitute: Cauldron Foods Lincolnshire Sausages.
• Best vegetarian wine or beer: Grolsch.
• A special award was given for products that could easily be made vegetarian, but which are not. The winner was Walkers Cheese & Onion Crisps. “I just can’t get my head around why any crisp manufacturer would use cheese powder with animal rennet,” a judge said.

  WINNERS' DINNER

  The menu at last night’s awards ceremony:

  Finger buffet: tortillas filled with: spicy five-bean paté and rocket (vegan); red pesto mascarpone and asparagus (vegetarian) and minted feta and olives (vegetarian) Tartlets of wild mushroom and emmenthal (vegetarian)

  Hot items: Mediterranean roasted vegetable kebabs in fresh oregano, garlic and pumpkin seed oil dressing (vegan) Steamed baby potatoes filled with smoked cheddar and baby beet (vegetarian) Exotic crispy vegetable tempura (vegetarian)

  Dessert: toffee sweet Medjul, dates stuffed with orange and vanilla cream topped with a toasted pecan (vegan)

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