The aim of this paper is to present the context of a current PhD project and the research questions that are guiding the project. To satisfy growing public concerns about the environment, animal welfare, and personal health, animal product limiting (APL), e.g. flexitarianism, vegetarianism, and veganism, provides an alternative to the mainstream animal-based diets in the Western world. However, the exclusion of more or less animal products from the diet is done in a continual movement where the social practices of everyday life and institutionalized eating standards for (in)appropriate eating are thought to play a crucial role. The overall objective of this project is to examine how APL is done among a group of newly practicing (<12 months) flexitarians, vegetarians, and vegans in Denmark and how and why changes in dietary practices among these animal product limiters (APLs) occur over time. A practice theoretical perspective on food and eating is integrated as it opens up for a dynamic relation between the micro-social level and the material and discursive circumstances at the macro-level and emphasizes fundamental questions about how social practices are interconnected and change over time. The project builds on the claim, that more attention should be paid to the embedding of APL in social practices instead of only focusing on individual articulations of attitudes and choices in order to understand why dietary change occur among APLs.