Campaign for plant-based nutrition: The “Veganuary”-trend moves trade and catering

For the eighth time, the Veganuary initiative is calling on people worldwide to eat vegan in January. In addition to just under half a million participants, numerous companies, including many conventional ones, are also taking advantage of the initiative's reach.

The movement around the non-profit organization Veganuary from Great Britain continues to grow. Compared to last year, the number of registrations has already increased by around ten percent. As Veganuary announced, over 440,000 consumers have registered by the beginning of the new year - since the official start of the 2021 campaign, it is likely to have become even more.

According to a press release from the campaign organization, several hundred companies, supermarkets and gastronomic establishments worldwide participate in the initiative with offers, measures and specially created new products. Last year, more than 600 companies participated in the campaign and more than 1200 vegan products and dishes were launched for Veganuary.

Among the cooperations are mainly conventional manufacturers, restaurants, discounters and supermarket chains such as Aldi, Lidl, Nestlé, Asda, Unilever, Rewe, Tesco and Morrisons. However, there are also some organic companies that cooperate with Veganuary or take up the campaign, such as Harvest Moon, Sonnentor, Clearspring, Sunflower Family and Abel & Cole.

Celebrity supporters of Veganuary include Paul McCartney, Brian May, Alicia Silverstone, Mayim Bialek and Joaquin Phoenix.