Records for the anniversary: There is no way around the Veganuary in January

The vegan New Year's Challenge celebrates its 10th birthday internationally in 2023

07-Dec-2022 - United Kingdom

A vegan start to the new year: According to a representative survey, around a quarter of Germans are making this resolution. Veganuary provides the framework for this: the globally active movement celebrates its tenth birthday in January 2023 - with records, many stars and a feelgood campaign that benefits people, animals, the environment and the climate.

Photo by Ralph (Ravi) Kayden on Unsplash

"Veganuary is the ideal New Year's resolution, a sustainable inspiration, a positive community experience. People try out how a vegan diet works in everyday life - and the enormous impact this form of nutrition has. That has nothing to do with renunciation. It's just fun," says Ria Rehberg, international managing director of Veganuary. On the organization's tenth birthday, the campaign wants to consciously give hope for positive change. "Especially in these difficult times, it's good to do good and promote optimism."

Feelgood campaign: hope, hummus and humor

Accordingly, Veganuary is advertising internationally with new campaign motifs that humorously create desire and hope for better and, above all, more peaceful times: "Where there's Hummus, there's Hope," "Power to the Pea-ple" and "Cauli-Flower Power" are the slogans that will be seen on posters, in the media and on social networks in the coming weeks. In Germany, there is also a campaign video in which celebrities from show and culture support Veganuary 2023 with very personal and emotional contributions.

Organization expects new participation record

Since its founding in 2014, the Veganuary movement has been growing steadily. This year, too, everything points to a new participation record. In a representative survey conducted by the opinion research institute YouGov in Germany, a total of 26 percent of respondents said they had already participated in the Veganuary or were interested in trying out the vegan diet as part of the Veganuary.* In previous campaign years, almost 2.5 million people registered worldwide. Up to ten times as many took part in Veganuary activities or were inspired by the campaign (Kantar market research institute).

Economy relies on the power of the campaign

In Germany alone, more than 420 companies took part in 2022, including start-ups and large companies, the major retail chains, restaurants and food services and catering. In the campaign countries, a total of more than 1500 new vegan products and dishes were launched on the market as part of the Veganuary. An evaluation by the market research institute Nielsen recently revealed: since 2020, advertising spending by German companies in connection with the Veganuary has increased more than sevenfold (plus 750 percent).

Also 2023 are strong marks and large-scale enterprises thereby

This coming January, numerous large companies and brands are once again joining in: Pizza Hut Germany is participating for the first time and is expanding its vegan offering nationwide with two new purely plant-based pizzas. Domino's Pizza Germany, L'Osteria and Hans im Glück are also expanding their menus with vegan options. Lieferando again offers numerous promotional offers with restaurant partners. HelloFresh offers an expanded vegan recipe and product portfolio and, for the first time, veganizes a premium dish that previously always contained meat or fish. At IKEA Germany, there will be many offers and promotions both in the restaurants and Swedish stores and online. And Simply V is opening the "Museum of Alternative Cheese," a pop-up store for cheese alternatives in Berlin.

The major retailers are also preparing promotions and offers in their supermarkets. As in previous years, there is then no way around Veganuary when shopping, on the menus of the major delivery services and in many restaurants.

How does the New Year challenge work?

Interested ones register under During the campaign period Veganuary accompanies all participants with a daily newsletter. This offers practical everyday Tipps, background information, news as well as prescriptions and new products. In addition there is with the registration the Veganuary celebrity cookbook with prescriptions of Bryan Adams, Oli P., Sadie Frost and others free of charge as Download. Help with the entrance into the vegan nutrition offers also the Vegan box published in the Laurence King publishing house, an illustrated map set with compact info. texts of Veganuary.

Veganuary also supports companies with the Workplace Challenge, in which employees test and discuss vegan nutrition. Read more at

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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