What is Veganuary? And why can’t you ignore it. - Macphie

With one person signing up every 2.4 seconds, Veganuary 2023 is not to be ignored.

Led by the not-for-profit organisation of the same name, Veganuary is an annual campaign which encourages people to “go vegan” for the month of January.

In 2022, over 620,000 people took part and of these, 30% kept up their vegan diet, while 38% reported that they reduced their meat consumption by at least 75%.

A study by YouGov suggests that over 70% of British adults have heard of Veganuary and almost 10% have tried a vegan diet at least once in the last decade.

Now in its tenth year and with over 1,540 new vegan products and menu options launched during the 2022 campaign, Veganuary is making a monumental shift in how people eat.

Wagamama and Domino’s are among the many to have launched new vegan menu options as part of this year’s campaign. And Burger King is launching a new plant-based “Bakon King” range as part of its mission to offer a 50% meat-free menu by 2030. But if this doesn’t take your fancy, you can use the online app “Happy Cow” to find vegan-friendly restaurants.

What is a vegan diet?

Veganism is defined as a way of living that attempts to exclude all forms of animal exploitation and cruelty, whether for food, clothing, toiletries or any other purpose.

A vegan diet avoids all animal products, including meat, eggs and dairy.

With so many exceptions, why are so many keen to go meat-free? Veganuary asks participants why they’re signing up with the top reason being animal welfare (46%), followed by health (22%) and environment (21%). But whatever the reasons are for more people adopting a vegan diet, the outcome is the same – increased demand for vegan options.

Sourcing vegan

Catering to vegan consumers is key in January and beyond and it doesn’t have to be complex. The development in vegan alternatives has grown immensely in recent years, meaning it’s easier to integrate plant-based options into your menu.

Look out for the “vegan approved” stamp from the Vegetarian Society. The trademark has been going since 2017 and its presence means the product – including its ingredients and its method of production – has been thoroughly checked by the Vegetarian Society.

Products will only be approved if;

  • They contain no animal-derived ingredients
  • Measures are in place to avoid cross-contamination during production
  • They are GMO-free
  • No animal testing carried out or commissioned during the development or production of the product

You can find search the full list of vegan trademarked food and drink items on the Vegetarian Society website.

Helping the industry tap into the vegan movement, Macphie has grown its offering with a range of 36 vegan-certified products including plant-based options.

Our insights and marketing manager Kirsty Matthews said: “Our plant-based products have been specifically designed to meet the growing demand for vegan food.

“Many of our existing products were already vegan suitable but we felt the approved vegan trademark provided an added layer of assurance for our product users.

“We anticipate the demand for vegan food to continue to rise and we’re working with customers to show how this can help grow your menu, not restrict it.

“Our chefs have created a range of recipe ideas using our plant-based and vegan products – some completely free from animal derivatives, and others using store cupboard staples to show how they can be integrated into other meals within your restaurant menu or bakery offering.”

As well as Vegetarian Society trademark, our savoury plant-based sauces have also been endorsed by The Craft Guild of Chefs.

Each product was tested by a panel of three chefs who each completed a thorough questionnaire. The panel then rates each product on elements such as quality, versatility and packaging, with ours scoring top marks.

View the full range and find recipe ideas here.