Prepping for Veganuary

Last year, more than 629,000 people signed up to take part in Veganuary’s 31-day plant-based pledge. This represents a real opportunity for brands and indie restaurants to improve, expand, and promote their vegan and plant-based offerings to a growing audience. Veganuary’s six-month survey showed that after taking part in Veganuary 2022, 80 percent of participants have made a significant diet change – reporting that they're eating at least 50% less meat and dairy.  The nonprofit campaign has been a massive driver in the market for vegan products, with more than 1,540 new vegan products and menus launched for Veganuary 2022 alone.

Make the most of this exciting – and free – marketing opportunity by downloading the Veganuary Business Support Toolkit which includes details and examples of marketing activity, key messages, and ways to support and amplify the campaign on social media including assets and content to share with your audience. 

Some brands are actively participating in the campaign. 

Joining Veganuary is part of Tofutti Brand's ramped up efforts at rebranding. In August, Tofutti, which has been producing dairy-free foods since 1981, debuted new packaging promoting its products as plant-based and vegan.

“We thought about participating in Veganuary last year but decided to wait until our new packaging was out,” says Gerry Pugliese, Marketing & Public Relations Manager. “Now that we’ve officially stamped ourselves as vegan and plant-based, we knew it was time to get more involved.”

Tofutti is marking its participation in Veganuary by pairing up with other plant-based brands for special promotions on the company’s Instagram, Facebook, and Twitter, posting vegan recipes featuring its products on its website, and Tofutti plans to make donations to animal welfare organizations, plus a few extra surprises.

Also in support of Veganuary,  Mellow Mushroom is introducing a “Build Your Own Vegan Pizza” option to the Build Your Own Pizza section of its menu.  With 19 ingredients on the new “build your own vegan pizza” section, diners can create a custom vegan pizza to fit their preferred tastes and dietary needs. They can select ingredients that include tempeh and Follow Your Heart® dairy-free cheese. 

“Mellow Mushroom is delighted to launch our “Build Your Own Vegan Pizza” option just in time for Veganuary,” says Anne Mejia, VP Brand Development, Mellow Mushroom. “At Mellow Mushroom, we take pride in the inclusive nature of our menu offerings, and our ability to serve delicious pies, salads, and munchies that accommodate dietary needs and preferences while maintaining great quality.”

"We all have the power to make the world a little kinder, greener, and healthier this new year. It’s great to see restaurants like Mellow Mushroom embracing this opportunity and providing planet-friendly vegan options that showcase how delicious, varied, and satisfying vegan food can be!" said Wendy Matthews, Veganuary US Director.