A number of UK supermarkets have got involved in Veganuary 2021 – encouraging people to take part.

The global initiative – which encourages people to try a vegan diet in January and beyond – is experiencing its most successful year. There are more than 500,00 sign-ups already so far.

Its previous best year was 2020, which saw around 400,000 sign-ups. According to the organization, which had its first outing in 2014, sign-ups for this year’s month-long pledge are ‘continuing apace’.

Supermarkets and Veganuary

But according to Veganuary, the most significant thing about this year’s campaign is the ‘involvement of Britain’s major supermarkets. They are promoting Veganuary and even advocating the reasons to try a vegan diet’.

Among those getting involved are Aldi, which ‘has a Veganuary webpage that not only highlights its plant-based products but also sets out the main reasons to try vegan’. These include ‘caring for animals, staying healthy, being greener and more sustainability’.

Another is Asda. It ‘has a dedicated Veganuary webpage that explains what a vegan diet is. It also highlights three of the reasons to try vegan’. Tesco also ‘has a dedicated Veganuary webpage with recipes, product highlights and tips on making vegan swaps’

‘Truly game-changing’

In a statement sent to Plant Based News, Toni Vernelli, Veganuary’s Head of Communications, 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. [They] 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.”