Caring celebrities have joined together to urge Brits to make a new year’s resolution for the sake of the animals, the planet and our own health
3 December 2025: More than one in ten adults in the UK (12%)* are expected to take part in Veganuary, the global non-profit campaign that challenges people to try a vegan diet for the month of January.
Not only would taking part help protect animals and nature but it could also help save money in January after Christmas and New Year festivities.
The supportive stars include TV presenter Kirsty Gallacher, who is a passionate animal advocate. “I’m delighted to be joining the millions taking part in Veganuary’s 31-day challenge,” she says. “Not only does it help animals but it will help the planet too. Making big changes can feel daunting doing it alone but that’s why taking part as a community feels really supportive.”
This year’s supporters also include Oscar-winning actor Olivia Colman, chefs Ainsley Harriott, Levi Roots and Kwoklyn Wan, and actor Elaine Hendrix, each contributing a favourite plant-based dish to Veganuary’s free 2026 Celebrity Cookbook, available exclusively to everyone who registers via the website. Participants will also receive Veganuary’s brand new Plant Protein Cookbook – a collection of protein-packed recipes from athletes, nutritionists and fitness professionals to help them explore plant-powered meals.
More stars are joining the movement as official Ambassadors this year, including writer and disability advocate Samantha Renke, Coronation Street actor Victoria Ekanoye and bestselling novelist Jane Fallon, who all share personal motivations for supporting Veganuary.
Samantha Renke says, “Going vegan is about living in line with my values of kindness, compassion and inclusivity. I’ve often felt throughout my life as a Disabled woman overlooked, vulnerable and objectified…My Disability activism and my animal activism go hand in hand. However, unlike animals, I have a voice and I’ll use my voice to advocate and protect them to the best of my ability. Veganuary is a fantastic way for anyone to try that for themselves, without pressure or perfection.”
Click to access quotes and photos for Kirsty Gallacher, Victoria Ekanoye, Jane Fallon and Samantha Renke.
Click to download recipes from Veganuary’s Celebrity Cookbook and Plant Protein Cookbook.
One in ten planning to take part
An exclusive poll conducted by YouGov for Veganuary found more than one in ten UK adults (12%) are already saying they’re likely to take part this coming January – with more interest building.
The data also shows that plant-based eating is part of everyday life for many people, regardless of whether they identify as vegan. Almost one-third (32%) of UK adults say they prefer whole-food options such as beans, lentils, tofu and tempeh, while nearly one-quarter (23%) enjoy both whole foods and plant-based meat alternatives equally.
More than a third (37%) say they’re likely to buy plant-based products like dairy-free cheese or meat alternatives this January. These findings highlight that the appetite for plant-based choices remains strong.
New Year, Same You – Veganuary launches its 2026 campaign
As the much-loved campaign enters its twelfth year, Veganuary is flipping the usual New Year’s narrative on its head. Instead of pushing people to become someone ‘better’, Veganuary reminds people that taking part doesn’t require changing who they are – just making a few simple swaps that naturally fit into everyday life.
The ‘New Year, Same You’ campaign brings this message to life through upbeat, feel-good PSAs that spotlight the many different motivations for eating more plant-based food. Whether someone is a foodie, fitness enthusiast, animal advocate or nature lover, Veganuary welcomes everyone to take part in their own way.
The PSAs include:
- Same kindness. Now to all kinds.
- Same gains. Now plant-powered.
- Same trail. Smaller footprint.
More than 25 million people worldwide took part in 2025,** with new campaigns launching in Iceland and Ireland for the first time this year. Supporting this wider global reach, the Veganuary pledge is now available in Hindi, making the 31-day challenge accessible to millions more people around the world.
The graphics can be viewed and downloaded here.
Veganuary’s CEO, Wendy Matthews, says:
“Veganuary has never been about being perfect and you don’t need to reinvent yourself to take part. Most people already love animals, care about their health and are thinking about how to live more lightly on the planet. This January, we’re here to help you make small shifts that reflect what you already care about most. It’s less about changing and more about returning to who you already are.”
Notes to editors
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2152 adults. Fieldwork was undertaken between 24th – 27th October 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
** Based on surveys in Veganuary’s core campaign countries and population estimates for those countries. Read more about the Veganuary 2025 campaign results.
Veganuary is free to join, and people can take part at veganuary.com to receive our Celebrity eCookbook, Plant Protein eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, meal plans and helpful advice.
Since Veganuary launched its first pledge in January 2014, millions of people – coming from almost every country in the world – have taken part. It has truly become a global phenomenon.
Full recipes, celebrity statements, ambassador quotes, high-resolution images and content for Veganuary stories can be downloaded here.
Contact
Wendy Matthews, CEO
