Veganuary 2021 hits record-breaking 500,000 sign-ups as supermarkets share reasons to try vegan this January

5th January 2021 – Just a few days into January and 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 sign-ups are continuing apace.

But perhaps a bigger landmark in this year’s campaign is the involvement of Britain’s major supermarkets in promoting Veganuary and even advocating the 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 their 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.

Toni Vernelli, Veganuary’s Head of Communications, says: “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.”

Media contact

Toni Vernelli, International Head of Communications, Veganuary

T: 07505 866 548

E: [email protected]

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Veganuary is the world's largest vegan movement, inspiring people to try vegan for January and throughout the rest of the year.