What do John Cleese, Joanna Lumley, Steve Martin, Blur, Alicia Silverstone, Terence Stamp, Tina Turner, Shania Twain, Bob Marley, Michael Jackson, Mel C and Yasmin Le Bon have in common? asks Katherine MacAlister.

It's not just fame - they are all vegetarians, and their numbers are being swelled by 5,000 people a week in the UK alone - 260,000 a year.

The figures are easy to understand. Not only have people become more concerned about what they are eating, how it's manufactured and the ingredients involved, but the bad publicity surrounding the 'Mad Cow' disease outbreak put many people off eating meat forever. The lentil and sandals image of vegetarians has finally been shaken off and top chefs are suddenly jumping on the bandwagon, desperate for a piece of the action, and publishing endless vegetarian cookbooks - from Antonio Carluccio to Paul Gaynor and Ainsley Harriott.

Organisers of this week's National Vegetarian Week are keen to promote all things veggie and ensure standards are being met by the catering industry in the UK. The bog standard menus of yesteryear, when nut cutlets and vegetable lasagna were the only options on pub and restaurant menus, have been replaced by innovative and appetising dishes, many of which also tempt the meat-eater.

Even Le Manoir Aux Quat' Saisons, in Great Milton, has a seven course gourmet vegetarian menu, featuring delicacies such as ravioli of parmesan risotto, herb jus and spring vegetables or Provencal tart with tomatoes and confit onions scented with thyme.

Oxford boasts two vegetarian eateries of its own. Mo and Mark Francis run the only vegetarian restaurant in Oxford and business is booming. In fact, life is so hectic for the mother and son team that they rarely see each other, because they work different shifts. The Beat Cafe has been open on Little Clarendon Street for two years. It was Mark's idea. He noticed the lack of a vegetarian restaurant in Oxford and wanted to address the balance. But he steered away from the no-smoking, vegan, canteen style venue, such as Cranks, by jazzing up the decor, serving a wide variety of international cuisines, and adding a cocktail bar. And judging by the packed lunch-times and teeming cocktail hours, they have hit on a winning formula.

"Around 60 per cent of our customers are meat-eaters. We are not trying to convert them, just encouraging them to try veggie food," Mark, 37, explains. "Customers are attracted by the fun, funky feel of the place." As for starting up a veggie restaurant Mark says that's what gives the Beat the edge over the competition: "It gave us a different angle, and as long as you get the food right and use top chefs people are keen to try out something new."

But he agrees that part of their success was down to a general change of diet: "More and more people are eating vegetarian food and less meat because they are more health conscious now."

The Magic Cafe, on Magdalen Street, in East Oxford, has also been thriving for several years.

It is always packed with everyone from pensioners to mums and young professionals to trendy students. The atmosphere is relaxed and the food simple, home-made, tasty and vegetarian.

Owner Hasiz Ladell started the community cafe as a veggie venture because he has always been vegetarian and that's how he cooks. The 42- year-old says: "Starting up any new business is always a risk, but this cafe has been a great success. I wanted to produce healthy food at reasonable prices for the people who live around and about," he explains. "Lots of people don't even notice it's vegetarian when they come in, even though they like the food. They just like the atmosphere."