A record-breaking 500,000 people have signed up for Veganuary 2021, making it the biggest cohort since the pledge began.

This year’s initiative has already surpassed last year’s by 100,000 pledges, while sign-ups are reportedly continuing apace. 

TV Ads

Now, a slew of major UK supermarkets such as Aldi, Asda, Tesco, and Morrisons are backing the campaign… All of which have created dedicated Veganuary webpages.

Additionally, Tesco and Marks & Spencers are releasing TV and radio ads promoting the initiative. While Morrisons has launched a £25 Veganuary Essentials box to mark the month-long pledge.

‘Truly game-changing’

Toni Vernelli is Veganuary’s Head of Communications. In a statement sent to PBN, she said: “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.”

Veganuary 2021

Veganuary has become globally renowned, appearing in publications like the Times, the New Scientist, and the Washington Post. Others include New York Times, and South China Morning Post.  

Thanks to the success of Veganuary, January has now become the month for major vegan food launches. Co-founder Matthew Glover says the initiative is now ‘a bigger feature in the retail calendar than Christmas’.

This year has seen a number of major restaurants launch new vegan options such as Wagamama’s plant-based squid and sticky ribs, dairy-free Bounty and Topic chocolate bars from Mars, and Heinz’ new plant-based range.

You can take the Veganuary pledge here

*This article was updated on January 6 to reflect that sign-ups have increased by 100,000 people and not 1,000 people since last year.