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Informed by several intellectual turns and sub-areas of sociology this article explores veganism as a practice and argues that its nascent social normalisation can be partly explained by specific modes of material work with food performed by vegan practitioners. Based primarily on interview data with UK-based vegans the research identifies four modes of material constitution – material substitution, new food exploration, food creativity and taste transition – which are of particular importance in strengthening links between the elements of the practice. The article argues that these are significant for offering an explanation for the recent growth of vegan practitioners in UK society and that they are also of value to the broader endeavour of understanding sustainable food transitions and intervening for more sustainable food policies.