Veganuary 2023 - Annual Growth And What's New

Veganuary is back - the annual challenge to get more people trying out a plant-based diet for, at least, the duration of January. This year's campaign has already seen a record number of sign-ups in the UK and as ever brings with it a wealth of new limited time only product launches across the food industry.

Statistics from Veganuary at the start of the new year show that sign ups to the challenge in Britain hit one person every 2.4 seconds, while a new YouGov poll found that 71% of British adults have already heard of the month-long campaign in which you take a pledge to eat vegan for 31 days. Nine percent of Brits have taken part in the challenge since its inaugural year back in 2014.

Furthermore, 53% of past participants have done Veganuary more than once, with 21% having done it four times or more. In total, 85% of non-vegan past participants have reduced their consumption of animal products since doing Veganuary.

A host of celebrities have backed the campaign including Joaquin Phoenix, Joanna Lumley, Paul McCartney and Evanna Lynch, one that now has official chapters in seven countries and has attracted participants from every country in the world except North Korea.

Veganuary's Head of Communications, Dr Toni Vernelli, says: "Having been vegan myself for more than 30 years, it's amazing how the conversation around veganism has changed in recent years and I know Veganuary's friendly, non-judgemental, just-give-it-a-go-for-a-month-and-see-what-you-think approach has played an instrumental role in this shift."

We also scanned the internet and network to find out who is getting involved in the campaign from a brand perspective, celebrating the push for plant-based eating.

Caffè Nero reintroduced its collaboration with pioneering vegan meat brand THIS, adding the "Chicken" and Pesto Tostati to its menus this month. The toasted sandwich features vegan chicken pieces, pesto, vegan mozzarella, red peppers, spinach, and tomato.

KSR chain Burger King has launched its Vegan Royale "Bakon" King and Plant Based "Bakon" King, featuring award winning La Vie vegan bacon. The chain continues on its pledge to make half of its menu meat-free by 2030.

High-street bakery chain Greggs has introduced the all-new Cajun chicken-free roll which comes with vegan chicken pieces, fresh salad, chipotle chilli sauce and Cajun-spiced mayo in a roll.

Wagamama has introduced for January only the Vegan "Chicken" Kare Lomen which features vegan teriyaki chicken in an udon noodle broth and all the usual tasty additions which bring their bowls to life.

Subway has also got in on the act with the launch of the Plant-Based Teriyaki Steak sub, in collaboration with The Vegetarian Butcher. It comes available with vegan cheese too.

Something a little bit different from the rest is the new vegan pizza that's come from a collaboration between comedian Romesh Ranganathan and the popular London pizza chain Yard Sale. Now available at all Yard Sale locations throughout January is the 'Romesh Spesh', a vegan pizza topped with 'za curried aubergine, coconut sambol, mint raita, curry leaf and chilli oil. The pizza is said to be based on Romesh's mother's Sri Lankan aubergine curry recipe.

You can find out more about the Veganuary challenge over on the campaign website here.