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If people substituted processed red meat protein for that found in nuts, tofu or beans, they could reduce their dementia risk by 19%, the study found.

Mr Haflidason offers me a taste and, after initial reluctance, I try some and find its flavour neutral with a texture like tofu.

"If you don't drink dairy milk there are other ways you can get calcium, for example from broccoli or tofu, and still reduce your bowel cancer risk," she says.

Omsom noodle kits paired with tofu, rotisserie chicken or frozen meatballs were another lifesaver.

And this raises the questions: how helpful is a label that puts chocolate bars in the same league as tofu?