New year, New you? New Job? New car? New fitness regime? New cuisine?
While we are all guilty of making traditions and not quite following through, Veganuary has been a campaign running for the month of January since 2014. 2021 was their record-breaking year with 580,000 people signing up across 209 countries and 2022 hasn’t slowed this trajectory.
Why are so many jumping on this consumer trend? Veganuary encourages and supports people and businesses alike to move to a plant-based diet as a way of protecting the environment, preventing animal suffering, and improving the health of millions of people.
The important take away from this is that not only are the plant-based brands such as ‘This’ or ‘Beyond Meat’ and ‘Quorn’ taking their categories by storm, but also the likes of Heinz, Krispy Kreme & Philadelphia are now developing their own plant-based ranges.
Not only are we seeing the shelves of our grocers filled with meat-free alternatives, but the food service & QSR channels have also become more inclusive. The likes of Burger King have launched their meat-free chicken nuggets, Mcdonald's has launched their ‘Mcplant Burger’ and Cafe Nero has partnered up with plant-based meat brand ‘This’.
Oatly recently launched a new campaign that aims to spark conversations around plant-based diets being “the new normal” and it certainly feels this is the way forward.
I'm excited to see the NPD from the likes of @Quorn, @Cauldron & @This launch into the new year! Which innovations are you excited to see in this category?
Even a few years ago consumers struggled to find alternatives such as soy milk in the supermarkets, but now retailers have started to expand their vegan offerings to keep up with demand, meaning you can get your hands on almost anything, from vegan meat and cheese to chocolate and ice cream.
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