Roger Whiteside–the chief executive officer of United Kingdom-based convenience chain Greggs—recently went vegan after watching The Game Changers. The documentary focuses on the misconception that eating animal products is key to athletic performance. Narrated by mixed martial arts champion and Special Forces trainer James Wilks, the film follows a diverse group of elite athletes who have thrived on a plant-based diet. The decision for Whiteside to go vegan comes after Greggs launched its own vegan sausage roll, which contributed to a surge in sales and a 58-percent jump in its share price this year. “If you’d asked me three weeks ago which roll I preferred, I would have said the original sausage roll, but I’m now attempting to live on a vegan diet,” Whiteside said. “I was encouraged to watch a film on Netflix called The Game Changers—I watched it and thought, ‘This is interesting.’ Obviously there are arguments based around animal welfare and the environment, but this was all about the health benefits, and I thought I should give it a go.” Following the success of its vegan sausage roll, the British bakery is now developing vegan versions of all its best-selling products.