Veganism goes mainstream

Veganuary 2021 breaks records as major supermarkets share reasons to try vegan

Katie Hill - Editor-in-Chief, My Green Pod

Home » Veganism goes mainstream

Published: 6 January 2021

This Article was Written by: Katie Hill - My Green Pod

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We’re just a few days into January, yet this year’s Veganuary cohort is already the biggest since the pledge began in 2014.

More than 500,000 people have already signed up for the 31-day vegan challenge – surpassing 2020’s total of 400,000 – and pledges show no sign of slowing.

Supermarkets support vegan

Perhaps a bigger landmark in this year’s campaign is the way Britain’s major supermarkets are promoting Veganuary, and even advocating reasons to try a vegan diet.

Aldi has a Veganuary webpage that not only highlights its plant-based products but also sets out the main reasons to try vegan: caring for animals, staying healthy, being greener and more sustainability. It also features dozens of vegan recipes, tips on vegan swaps and a link to Veganuary’s website.

Asda also has a dedicated Veganuary webpage that explains what a vegan diet is and highlights three of the reasons to try vegan: it’s better for the environment, it could improve your health and it’s delicious! It also features top vegan product picks and encourages people to sign up for Veganuary with a link to Veganuary’s website.

Tesco has launched its first Veganuary TV and radio ads this week. It also has a dedicated Veganuary webpage with recipes, product highlights and tips on making vegan swaps.

M&S is also releasing its first Veganuary TV and radio ads this month and has produced a 31-day Veganuary meal plan with ideas for making plant-based eating exciting every day of the month.

Morrisons has launched a £25 Veganuary Essentials box ‘filled with much-loved vegan favourites to help give your January a kick-start!’. It also has a dedicated Veganuary shopping page on its website featuring all its plant-based products.

Waitrose and Iceland also have dedicated Veganuary shopping pages on their website to help customers find plant-based products easily.

‘While new vegan product launches from big name brands are exciting, the way British supermarkets have embraced Veganuary this year is truly game changing. They are not simply using it as a marketing opportunity but are promoting the many benefits of plant-based eating and encouraging people to give it a try. As bastions of our food supply, they know that the only sustainable way forward is plant-focused.’

TONI VERNELLI
Veganuary’s head of communications

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