January Vegan Challenge

Veganuary (UK charity, launched 2014) challenges participants to try vegan diet for January. The campaign grew from 3,000 (2014) to 600,000+ participants (2022), driving restaurants to add vegan options and normalizing plant-based eating.

Participation growth: 3K (2014) → 250K (2019) → 580K (2022)

Restaurant response: Burger King, Greggs, KFC, Subway launched vegan products to capitalize

Timing: New Year’s resolution season; health/environmental goals aligned

Celebrity support: Joaquin Phoenix, Alicia Silverstone, Chris Smalling

Lasting impact: Many participants continue plant-based beyond January; 40% stayed vegan/vegetarian long-term

Product innovation: Companies launched vegan versions for Veganuary (Beyond, Impossible, Oatly partnerships)

Criticism: Corporate co-option, performative month-long veganism, ignoring year-round advocates

Veganuary demonstrates campaign’s power to shift food industry via concentrated consumer demand creating business case for change.

Sources:
https://veganuary.com/
https://www.theguardian.com/