Record 500,000 people pledge to eat only vegan food in January

Veganuary taken up by rising number of people trying plant-based alternatives to meat

A record 500,000 people have signed up to the Veganuary challenge to eat only plant-based foods for a month. The milestone is double the number who pledged to go vegan for January in 2019.

A quarter of those taking up the challenge - 125,000 - are in the UK, and this year British supermarkets including Tesco have run television and radio adverts promoting Veganuary for the first time. Other supermarkets such as Aldi, Asda and Iceland have produced dedicated pages including information and recipes in 2021, again for the first time.