Once upon a time, vegan options in restaurants were limited to disappointing wilted salads and dry jacket potatoes. And if you fancied something sweet, accidentally vegan foods like dark chocolate would be your best bet. Fast forward to 2023 and we are spoiled for choice in restaurants and supermarkets. But eating plant-based didn’t go from niche to norm overnight. The shift has been driven by initiatives such as the V eganuary campaign, a rise in eco-conscious consumers and a move towards health-focused eating. Over the last decade, the ‘V eganuary effect’ has taken Britain (and the world) by storm, with millions of people taking part and thousands of businesses getting involved since its launch in 2014. What will the next 10 years of this food revolution bring?
Humble beginnings
What started as a grassroots movement in a Y orkshire kitchen has exploded into a global phenomenon. A married couple – J ane Land and M atthew G lover – started the campaign as a hobby on the side of their day jobs. With no funding and a passion for promoting veganism, they worked tirelessly to get the message out. They even moved in with M atthew’s mother to keep the campaign afloat!
Against all odds, V eganuary quickly gained momentum and has now been covered by most major news outlets worldwide and championed by celebrity participants, such as musician Brian M ay, ‘dragon’ Deborah M eaden, TV presenter C hris P ackham and actor P eter Egan. But J ane and M atthew never imagined their passion project would take off in such a big way. “ What kept us going was the dedication to the movement. That’s what we get up every day for,” M atthew says, reflecting on V eganuary’s chaotic early years. Though no longer at the helm, the couple’s dedication has sparked an international movement that shows no signs of slowing down.
From fad to food revolution
A hallmark of V eganuary’s popularity is the surge in new plant-based options every J anuary. The real shift began in 2019 when G reggs released its infamous vegan sausage roll, which sparked excitement and outrage in equal measure. Since then, V eganuary has become a launchpad for brands to showcase their newest creations. “ V eganuary is always a special time,” says Wagamama C EO Thomas Heier. For many businesses, it’s bigger than C hristmas.
The high-street giants have all joined in the action, with M cDonald’s, Burger K ing, K FC , Nando’s and Subway rolling out drool-worthy options. P izza chains like Domino’s and P izza Hu
