Men\u2019s Fitness has published an article encouraging\u00a0readers to ditch meat and replace it with\u00a0plant protein\u00a0because it's better for the human body and the environment. This pro-gains magazine isn\u2019t strictly meat-free but this isn't the first time it's promoted a meat-free lifestyle. Earlier this year the publication told readers how to\u00a0\u2018get jacked\u2019 on a vegan diet. Despite the long-standing assumption that meat is necessary for bulking up, many\u00a0consumers are catching up to the latest science and research which suggests that a plant based\u00a0diet may be the best way to run your body. Professional athletes are increasingly using the diet to improve their performance. \u201cFortunately, you can build plenty of muscle on a plant-based diet\u00a0and reap the health benefits.\u201d\u00a0 says\u00a0Men\u2019s Fitness. The magazine backs up the information they provide with an article in\u00a0The Journal of the American Heart Association (AHA), who published a recent meta-analysis that claims a diet rich in plant based food can help lower \u2018bad\u2019 cholesterol (the kind that leads to heart attacks, clogged arteries, stroke, and heart disease.). Of the 100 people studied in the AHA\u2019s research, those who ate plant based reduced three of their main cholesterol markers by close to 5%. Study lead John Sievenpiper, M.D., Ph.D, a researcher in the Clinical Nutrition and Risk Factor Modification Center at St. Michael's\u00a0Hospital in Toronto said "That may not sound like much, but because people in North America eat very little plant protein, there is a real opportunity here to make some small changes to our diets and realize the health benefits". Men's Fitness made you veg-curious? How about signing up to Veganuary here\u00a0to kick start the new year with a healthy dose of plants.