Veganuary is a global pledge to try vegan alternatives for 31 days as new research from YouGov shows that 9% of Brits have taken the pledge at least once.
The initiative was launched in the city of York in 2014 and has so far attracted some famous participants including rock legend Brian May.
Research shows Veganuary has helped millions of people change their diet and the founders claim that 9% of UK adults have participated in Veganuary, since its first pledge almost 10 years ago. Veganuary estimates this is approximately six million recruits so far.
Jasmine Harman, who took part in the first-ever Veganuary in 2014, said: “I think I always knew Veganuary would blow up, and it would be huge but seeing just how big it got and how quickly has been just phenomenal.
“I feel very proud and very privileged to have been with Veganuary from the start and to be one of their Ambassadors.”
For chocolate lovers there are several new products available throughout 2023 including a Caramelised Biscuit Chocolate Bar from NOMO, the UK’s No.1 vegan and free from chocolate brand.
Hitting the shelves from January 1, NOMO is making sure “no one misses out” on this caramel trend and is bringing in the product for its existing and new consumers.
The launch follows a successful Christmas and award-winning year for NOMO. The new bar underlines the brand’s revolution of the vegan and free from chocolate market, proving there is no compromise on taste when making the switch.
Jacqueline Tyrrell, Brand Manager at NOMO said: “We’re excited to expand our chocolate range further to provide even more choice and show that free from chocolate doesn’t have to be boring. It has been a fun challenge for NOMO to launch its first biscuit-y product and we can’t wait to share it with loyal customers as well as newcomers to the brand. We hope this launch will persuade even more people to give Veganuary a go so they can see for themselves just how creamy and delicious free-from chocolate can be.”
Luxury Swiss chocolatier Lindt has also picked up on the caramel trend by launching a Vegan Caramel Sea Salt bars in time for Veganuary.
Following the successful launch of Lindt Vegan Smooth and Lindt Vegan Hazelnut last year, the Lindt Master Chocolatiers have extended the range and introduced new Lindt Vegan Caramel Sea Salt, a non-dairy alternative to the UK’s number two bestselling chocolate bar flavour, caramel.
Appealing to not just vegans, Lindt says its new vegan bars are safe to eat for Coeliacs and those who choose a gluten free diet using gluten free oat drink.
With a record one in three Brits now drinking plant-based milk, Mars has also announced the launch of its Vegan Instant hot drink.
Maltesers Vegan Instant hot drink is registered with the Vegan Society, and Michelle Frost, general manager at Mars Chocolate Drinks & Treats said: “After the success of Galaxy Vegan, we anticipate the launch of Maltesers Vegan will be a successful addition to our hot drinks range.
“We aim to ensure that everyone can enjoy the iconic flavours of our renowned confectionery brands in different forms and formats. With the growing number of consumers seeking vegan products, the launch of Maltesers Vegan was a natural range extension.”
The founders of Veganuary said that in total, 85% of non-vegan past participants have reduced their consumption of animal products since doing Veganuary. After taking part in Veganuary, 23% of non-vegan participants became vegan, 43% reduced their animal product consumption by at least half (but not completely), and a further 20% reduced by between a quarter and a half.
The majority of past participants cited animal welfare as a motivating factor for taking part (62%) followed by environmental reasons (54%), personal health (46%) and global health - pandemics/antibiotic resistance (30%), for example.
There has also been a marked increase in plant-based consumption among people who have not taken part in Veganuary, with 37% saying they eat more plant-based food now than 10 years ago.