06 Feb 2020

The annual pledge to cut out meat and dairy in January, Veganuary, saw a record number of people signing up in 2020. 400,000 people signed up to the pledge through the Veganuary website, an increase from 250,000 in 2019.

Toni Vernelli, Head of Communications and Marketing at Veganuary commented, "With the link between animal farming and the climate crisis making headlines nearly every day, we expected Veganuary 2020 to be the biggest yet, but it exceeded all our expectations. We applaud everyone who took part and encourage them to continue eating vegan food as often as possible."

A launchpad for new products

Hundreds of thousands of new consumers creates a perfect opportunity for producers to test new products in a marketplace full of increased demand. This years Veganuary saw hundreds of new products launched for plant-based consumers from McDonalds, Burger King, and KFC, to Tesco and Pret A Manger, to M&S and Asda.

Sales exceeded expectations, with food delivery service Deliveroo revealing that orders of vegan dishes had increased by 78% compared with last year, Tesco reporting that sales of Hellmann's vegan mayonnaise saw an increase of 400%, and Pret a Manger is selling twice as many vegan jam croissants per day than their non-vegan alternative.

Interested in Veganuary 2021 and how your food or drink brand could get involved, have a listen to Toni Vernelli in our recent Veganuary focused podcast.