British Olympic gold medallists Kate Richardson and Adam Peaty are teaming up with Quorn for two new TV ads this month.

Running until the end of February, the adverts show the athletes preparing lasagne and Thai curry with the strapline ‘Quorn, a deliciously healthy protein’.

Julian Cooke, Quorn’s head of category management, said: “In the past, many shopkeepers have assumed that Quorn is the preserve of vegetarians. The reality is that 73% of Quorn shoppers are non-vegetarians.”