Animal Friends Insurance ("Animal Friends"), a UK nonprofit pet insurance specialist, has partnered with Liverpool Victoria to introduce a novel term life insurance product that gives vegetarians and fish-eaters an average discount of six percent on premiums. The term life insurance automatically includes cover for terminal illness.

The rationale behind offering discounts to non-meat eaters is similar to the rationale insurers use to differentiate between smokers and non-smokers. According to Animal Friends, vegetarians reduce their risk of suffering from cancer by forty percent and heart disease by thirty percent than meat-eaters. Vegetarians make up a large part of the UK market as an estimated 2.2 million people claim not to have eaten meat during the past year, while a further 1.3 million people plan to stop eating it during the coming twelve months.