The massive success of Veganuary has been credited for January’s boom in plant-based sales.
Since the initiative launched in January 2014, the month has become the time for major vegan food releases.
A number of these products exceeded sales expectations, with KFC selling a staggering 1 million of its Vegan Burger in just a month – that is one every three seconds.
Greggs also revealed that demand for its new steak bake was ‘bigger than anticipated’, and it was struggling to roll out the product out to all stores. It initially wanted availability in all of its 2,050 UK stores by January 13 – but pushed that date to January 31.
“With the link between animal farming and the climate crisis making headlines nearly every day, we expected Veganuary 2020 to be the biggest yet, but it exceeded all of our expectations,” said Toni Vernelli, Veganuary’s head of communications, who described the number of sign-ups as ‘astounding’.
“We’re grateful to all of the businesses embracing Veganuary and making it easier for more people to eat more plant-based food more often. Together we are making an enormous difference for animals and the planet.”