Just a few days into January and this year’s Veganuary is already the biggest since the pledge began in 2014. More than 500,000 people have already signed-up for the 31-day vegan challenge – surpassing 2020’s total of 400,000.

But perhaps a bigger landmark in this year’s campaign is the involvement of Britain’s major supermarkets in promoting Veganuary and even advocating the reasons to try a vegan diet.

Aldi has a Veganuary webpage that not only highlights its plant-based products but also sets out the main reasons to try vegan. Asda also has a dedicated Veganuary webpage providing key information on a vegan diet and highlighting various benefits. M&S is also releasing its first Veganuary TV and radio ads this month and has produced a 31-day Veganuary meal plan. Morrisons has also launched a £25 Veganuary Essentials box. It also has a dedicated Veganuary shopping page on its website featuring all its plant-based products. Waitrose and Iceland also have dedicated Veganuary shopping pages on their website to help customers find plant-based products easily.

Toni Vernelli, Veganuary’s Head of Communications, says: “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.”