By Sebastian Murphy-bates For Mailonline
Published: 12:43 GMT, 2 January 2019 | Updated: 14:28 GMT, 2 January 2019
Tonight the BBC will jump on the Veganuary bandwagon by launching its first 'plant-based' cookery series starring Dirty Sanchez stuntman Matt Pritchard as leading restaurants also get in on the act.
As many start the New Year with a month of meals free from animal products, the former TV wild man who once urinated on actor Dolph Lungdren will showcase recipes using meat alternatives such as tofu and seitan.
The show's debut comes as TGI Friday launches its 'bleeding' vegan burger and Greggs announced a 'sausage' roll entirely free of animal products.
Tattooed Pritchard says his hell-raising days are behind him and in one episode he even bakes cakes for the Women's Institute.
Pritchard - previously famed for his stunts in Dirty Sanchez - will host the BBC's first vegan cookery series
The former wild man is the latest star to jump on the vegan bandwagon as broadcasters look to broaden their appeal
The Bleeding Vegan Burger (pictured) launched by TGI Fridays secretes beetroot juice as opposed to animal plasma
The show will air for the first time tonight on the Welsh network but will be available to UK-wide audiences later in the year
'It differs a lot from Dirty Sanchez as you can imagine,' he said. 'If someone had told me I would have had a vegan cookery show I would have laughed all the way to my grave. But life takes you in strange directions.
'It was nice getting in front of a lens and not having to put myself in some life-threatening situation.'
The trained chef, 45, urinated on Rocky IV actor Lundgren when he mixed booze with sleeping tablets and ended up naked on a flight from Amsterdam to Reno.
He has since apologised, saying: 'I'm hoping