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More than 500,000 people have already signed up for the 31-day vegan challenge- surpassing 2020’s total of 400,000.

Veganuary was created in 2014 to promote and educate people about veganism for the first month of the year.

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 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.”

The Vegan Society has created an 'easy to use' app to help people on their vegan journey alongside short videos that cover the basics about transitioning to a vegan lifestyle. According to The Vegan Society one in five Brits cut down on their meat consumption during the Covid-19 pandemic.

SCOTY 2021 sponsor Quorn is launching a campaign to encourage chefs, caterers and its customers to make the most of Veganuary by swapping meat for Quorn on any dish to make it vegan.

Quorn will be encouraging school caterers to be ‘Super Swappers’ by changing to Quorn sausages, fishless fingers and vegan nuggets throughout January and beyond.

During Veganuary Restaurants Associates UK will be sharing a selection of recipes to celebrate the world’s largest vegan movement. The first recipe announced was a tofu pad Thai roasted carrot and asparagus shawarma.

High street sandwich chain Pret, which has 389 locations in the UK alone, is celebrating Veganuary by launching nine new vegan menu options.

(source: LACA, image: pexels)