Veganism’s moment

Veganism, in some respects, is gaining mass acceptance. Now, that’s a very vague statement yet I’d argue we’re further forward with how it’s perceived in consumer minds.

Veganuary 2022 is looking like the year where, being more high profile than previous years, it could be a game-changer. More brands are investing in alternatives and also turning the spotlight on personal responsibility.

This year’s campaign urges people to take climate action into their own hands.

According to Veganuary’s head of communications, Toni Vernelli, we can cut our greenhouse gas emissions via the free pledge’s helpful tips and advice, including a seven-day low carbon meal plan highlighting simple swaps that slash the carbon footprint of classic British dishes.

Tapping into the campaign’s ideas for alternatives, brands are committing to initiatives, cited sustainability as their primary motive for taking part, with many hoping it will cut their carbon footprint.

Violife unveiled its own ‘Change Your Cheese’ Veganuary campaign. Revealing that Violife has less than half the climate impact when compared to dairy cheese, a multi-media campaign will encourage consumers to change their cheese for a vegan alternative, to reduce their environmental impact. The campaign will share ‘change’ recipes such as a ‘Change burger’ and ‘Changecake’ used to show they don’t have to be a vegan to do so.

In what is predicted to be the biggest year yet for the annual Veganuary campaign, which saw more than half a million sign ups in 2021, Vitalite is promoting its range through animated social posts, stories and dark ads across Instagram and Facebook, together with influencer activity.

Vitalite’s Emilie Grundy, marketing controller, says the reach and appeal of Veganuary has grown year on year, and that many trialling a vegan diet during Veganuary find the experience a positive one. 44% of UK consumers who tried Veganuary in 2021 saying they would continue a vegan diet beyond the end of January 2021, and a significant 96% voicing an intent to reduce their consumption of animal products going forward.
Cauldron Foods, a leading British plant-based food brand, is extending its bestselling snacking range with the launch of tasty Korean Bites.

Pastry brands Wall’s Pastry and Pork Farms, are offering a selection of vegan tasty, chilled savoury snacks, designed to be quick and convenient fridge-staples that can be enjoyed hot or cold.

Packed full of colourful veggies and generously seasoned to perfection with classic Asian spices, the new snack is delicious, highly nutritious, and now also certified as Carbon Neutral.

The opportunity to influence consumers long term product choices at this time of year is clear.The willingness is there, maintaining the interest is the ongoing challenge. The tastes and textures of cheese, meat and so on, are improving continuously. To me, Veganuary simply means looking at things differently. In my experience, it means celebrating a change involving no or little cholesterol, no animal cruelty, and much less climate impact.

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