Veelicious is a plant-based butcher concept at Asda Watford
Britain’s major supermarkets promote Veganuary, advocating the reasons to try a vegan diet
Just a few days into January and this year’s Veganuary is already the biggest since the pledge began in 2014. More than 500,000 people have already signed-up for the 31-day vegan challenge – surpassing 2020’s total of 400,000 – and sign-ups are continuing apace.
But perhaps a bigger landmark in this year’s campaign is the involvement of Britain’s major supermarkets in promoting Veganuary and advocating the reasons to try a vegan diet.
Asda in particular, is embracing the vegan movement with a partnership with vegan concept creator, Kbox Global, and is trialling a supermarket vegan butcher counter – Veelicious – at its Watford store. The counter will the counter will open as a six month trial to coincide with Veganuary and will have a consistent vegan butcher offering - including facon, bean burgers, and meat-free meatballs. In addition to the one-store vegan butcher trial, this Veganuary Asda has added 22 new meat-free alternatives to its Plant Based range.
Tesco has also upped its vegan game with its first Veganuary TV and radio ads this week. Plant-based food continues to be the biggest culinary trend at the moment with current demand for chilled meat-free food growing by more than 50 per cent at the supermarket.
Toni Vernelli, Veganuary’s head of communications, says: “While new vegan product launches from big name brands are exciting, the way British supermarkets have embraced Veganuary this year is truly game changing. They are not simply using it as a marketing opportunity but are promoting the many benefits of plant-based eating and encouraging people to give it a try. As bastions of our food supply, they know that the only sustainable way forward is plant-focused.”