In the land of milk and honey, Israelis turn vegan

Nana Shrier, owner of the stylish Georgian restaurant Nanuchka in downtown Tel Aviv, shocked Israel's culinary world when she removed all animal-based products from the menu. A year later business is thriving, defying those who predicted its demise.

Nanuchka is part of a growing trend that has transformed Israel's financial centre into a haven for meatless cuisine. Some 400 food establishments are certified "vegan friendly", including Domino's Pizza, the first in the global chain to sell vegan pizza topped with non-dairy cheese.

"There is a good crowd for it, a very loyal one," vice president of marketing Ido Fridman said, noting Domino's Israel sold over half a million vegan pizzas in the past year.