This qualitative study aims to examine how commercial actors represent vegetarian food.   The study focuses on how the dominant Swedish grocery retailer ICA communicates about vegetarian food and vegetarianism as a dietary choice. The study is an analysis of ICAs advertisement series called ICA-såpan and five episodes are studied with the use of multimodal critical discourse analysis (MCDA) as method. The theory on which this study is built is also MCDA and a few concepts regarding marketing communication. The results show that ICA uses the discourses of deviancy, humor and masculinity to communicate about vegetarianism. Through the use of these discourses, ideas of neoliberalism and secularism is communicated.