Veganuary

New Veganuary CEO Wendy Matthews

Wendy Matthews. Image: LinkedIn
People

Veganuary Announces New CEO & Campaign Achievements for 2025

Veganuary, the global campaign encouraging people to try a vegan diet in January, has announced that CEO Ria Rehberg is stepping down. On LinkedIn, Rehberg said she would be taking some time to rest and recharge. Wendy Matthews, Veganuary’s current Head of International Partnerships and Expansion, will take over as CEO from March 15. “While I’m grateful for this incredible progress, this moment is also bittersweet for me as it marks my final Veganuary as part of the organization,” said Rehberg. “After leading this campaign for six years and helping transform it from a primarily UK-based initiative to a truly global movement active in 20 countries worldwide, I’ve decided to step down and hand the reins to someone new. “Having worked alongside Wendy in our …

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Veganuary

Evanna Lynch © Veganuary
Charity & Campaigns

Veganuary Hits 25.8M Global Participants, Strengthens Presence in North & South America, Asia

Veganuary, the annual campaign promoting plant-based diets in January, has reported participation from approximately 25.8 million people worldwide in 2025. The organization expanded its reach this year with new initiatives in Canada, Peru, and Malaysia, working alongside local partners to encourage plant-based eating. The participation estimate is based on surveys conducted in 11 countries, including the United States, United Kingdom, Germany, and Brazil. The findings were then extrapolated using population data. In the US, the campaign saw engagement from major food brands, retailers, and restaurants, with companies such as The Kraft Heinz Not Company, Amy’s Kitchen, and Voodoo Doughnuts launching plant-based products and promotions. According to Sandra Hungate, Veganuary’s US director, “It’s incredibly exciting to see the numbers of participants in January and to know …

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© Melt Pizzas
Charity & Campaigns

More Than 140 Latin American Brands Join Veganuary With Special Offers & New Products

More than 140 brands from Chile, Mexico, Peru, Colombia, and Argentina have joined this year’s Veganuary campaign in Latin America. The companies have collectively introduced 120 special offers and promotions for Veganuary participants, along with 19 new vegan products and menus. In Chile, participating brands include PedidosYa, Melt Pizzas, and Juan Valdez. Through its PedidosYa Market stores, the former is offering discounts of up to 20% on over 50 plant-based products throughout January. Meanwhile, Veganuary participants can get 20% off the plant-based Vegana Veggie pizza at Melt Pizzas. “The demand for vegan options has grown notably in Chile, which motivated us to create this alliance with NotCo,” said Lucy Garrido, deputy marketing manager at Melt Pizzas. “With this promotion, we seek to encourage more conscious …

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Marketing & Media

Webtalk Recording: 10 Years Veganuary – Lessons, Leads and Learnings

Curious how Veganuary campaigns are evolving to inspire change on an international scale? Our recent webtalk unpacked key strategies, including the role of retail in accelerating transformation, the importance of fun narratives, and how to engage both vegans and heavy meat-eaters alike. We also explored why more people are sticking to plant-based diets post-Veganuary—and what this means for the future of food. Expert panel Toni Vernelli, International Head of Policy and Communications at Veganuary Denise Schmidt, Brand Activist at The Vegetarian Butcher Nadine Filko, Moderation Watch the replay Explore the discussion in depth by viewing the entire session below. Display “10 Years Veganuary” from YouTube Click here to display content from YouTube. Learn more in YouTube’s privacy policy. Always display content from YouTube Open “10 …

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Veganuary workplace challenge

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Charity & Campaigns

Veganuary Workplace Challenge 2025 Expands Across US and Global Employers

The Veganuary Workplace Challenge has seen growing participation in 2025, with a diverse array of employers across industries encouraging their employees to adopt plant-based diets for the month of January. This year, organizations from sectors including media, manufacturing, education, solar energy, and local government have joined the initiative, which the non-profit Veganuary promotes to explore the environmental, health, and ethical benefits of plant-based eating. The initiative aligns with many companies’ Environmental, Social, and Governance (ESG) goals and Corporate Social Responsibility (CSR) strategies by providing a structured, accessible way to encourage sustainable habits among employees. Notable participants in 2025 include Ernst & Young (EY), the City of San Antonio, LUSH, KSPS PBS, and Miyoko’s Creamery. Globally, hundreds of employers are taking part in the program. “We’re on a mission …

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Mexico vegan

© nik0.0kin - stock.adobe.com
Food Service

Latin America Sees a 21.6% Increase in Vegan-Friendly Restaurants

Veganuary has partnered with vegan food discovery platform HappyCow to launch its third-ever rankings of the Latin American countries and cities with the most vegan restaurant options. The study reveals that there are now over 10,000 vegan, vegetarian, and vegan-friendly restaurants in Latin America, up by more than 1,700 compared to 2023. This represents an increase of 21.6%. Rankings by country Brazil takes the top spot in the country rankings with 2,953 vegan-friendly restaurants. Mexico has only 33 fewer, and also has the highest number of fully vegan restaurants. Colombia is in third place, followed by Chile. The latter has seen a huge 27.7% increase in vegan-friendly restaurants, with almost 200 new options added last year. Argentina, Peru, Ecuador, Uruguay, Bolivia, and Paraguay make up …

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Veganuary 2025 - WEIRD - Milk

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Charity & Campaigns

Veganuary 2025’s “Weird?” Challenges Public’s Cognitive Dissonance in Boldest Campaign to Date

As registration for Veganuary 2025 officially opens, the charity has launched a head-turning campaign to encourage people to try veganism for the month of January. Through the use of ads with jarring imagery, the “WEIRD?” campaign asks viewers to consider the practices behind some of the most commonly consumed animal products. For example, it highlights that: Sausages are pigs stuffed into their own intestines Cows make milk to feed their babies, just like human mothers do Chicken often comes from birds bred to grow so big that they can barely stand. The ads are now running across social media, and ITVX Pause ads featuring the graphics are set to run later in the month. “Startling reality” Veganuary 2024 saw participation from around 25 million people …

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Veganuary choose chicken free

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Charity & Campaigns

Veganuary Launches ‘Choose Chicken-Free Week’ in the US With Nationwide Initiatives

Veganuary, the non-profit initiative encouraging plant-based diets, is initiating its “Choose Chicken-Free Week” starting next Monday, accompanied by a range of discounts and special offerings from various brands and eateries across the United States. Following the successful introduction of over 2,000 new vegan products and dishes worldwide during Veganuary 2024, the organization aims to foster long-term dietary changes with the support of campaigns throughout the year. According to a survey conducted among Veganuary participants, 82% expressed intentions to either adopt a fully vegan lifestyle or substantially reduce animal product consumption post-January. Veganuary’s Choose Chicken-Free Week aims to demonstrate the accessibility of plant-based alternatives to chicken and eggs, addressing the mounting concerns regarding avian flu outbreaks and the sustainability of conventional poultry production.  Coinciding with Respect …

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Veganuary participants

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Charity & Campaigns

Veganuary 2024 Supports Over 1.8 Million Participants Worldwide to Try Veganism

With Veganuary 2024 having recently come to a close, the organization has revealed that over 1.8 million people received its support and guidance to try veganism, in the form of emails, videos, social media posts, and podcasts. Many also purchased Veganuary products, such as the charity’s cookbook and Vegan Kit card deck. Veganuary has calculated that the actual number of participants is likely to be even higher than the figures indicate, as many people take part without officially signing up. To gain an estimate of the true number, the organization has commissioned YouGov surveys in its core campaign countries. The results suggest that the total number of participants could be as high as 25 million. Awareness of Veganuary also continues to grow, with 75% of …

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Sandra Hungate of Veganuary US

Sandra Hungate. © Veganuary US
Interviews

Veganuary US: “We Have Participants in All 50 States, Interest is No Longer Confined to Cities Like New York and LA”

Since starting out in the UK ten years ago, Veganuary has surged in popularity worldwide — particularly in the US, where the campaign is now taking place for the fifth time. The country has the highest number of participants of any nation, and over 400 American businesses took part last year. In 2024, a variety of restaurants are offering Veganuary menus, with new options such as pizzas, salads, and sandwiches. With a significant proportion of participants remaining plant-based for good after taking part in the challenge, Veganuary is driving a meaningful shift in dietary patterns, prompting many food service outlets to continue offering vegan dishes after the month is over. Veganuary US Director Sandra Hungate told us more about this incredible momentum and the highlights …

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Land of Kush

© Land of Kush
Charity & Campaigns

Veganuary 2024 Sees Major US Cities Embracing Plant-Based Living

Veganuary, a global movement encouraging people to try vegan in January, has seen remarkable growth in the United States. With the highest number of participants among all of Veganuary’s participating countries and over 400 US businesses participating in 2023, the campaign is gaining substantial momentum. Cities across the nation are embracing this trend, each offering unique highlights and specials to celebrate Veganuary. Baltimore Baltimore set a national precedent by declaring January as the official Veganuary month, a move initiated by the Black Veg Society and Veganuary, supported by DefaultVeg. Mayor Brandon M. Scott emphasized the city’s commitment to “resilient, sustainable, and healthy” communities, urging residents and businesses to explore plant-based options. He proclaimed “the month of January as ‘Veganuary’ in Baltimore, and urges residents, restaurants, …

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Veganuary billboard times square

© Veganuary
Food Service

New York City Spearheads Veganuary 2024 in the US With Plant-Powered Menus

In celebration of Veganuary 2024, New York City is leading the charge in the USA, with restaurants across the city offering plant-based specials throughout the month, following a PSA kickoff in Times Square on New Year’s Eve and New Year’s Day. Veganuary’s journey in the US began with an advertising campaign in the Boston subway in December of 2017, following a successful campaign in the London Underground the year prior. The initiative has since witnessed a significant rise in popularity. Growing interest in Veganuary By 2022, the US had the highest number of participants among over 200 participating countries, according to Veganuary’s reports. This growing interest is mirrored in the latest YouGov study commissioned by Veganuary, revealing that 71% of US adults are aiming to …

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Indian veggie food

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Studies & Numbers

Veganuary India to See Record Participation as 59% of Indians Consider a Vegan Diet

Veganuary India is expecting a record number of participants in its 2024 campaign, after a YouGov survey revealed that 59% of Indians are likely to consider a vegan diet in the near future. 74% of respondents believed a vegan diet was healthy, 72% said it was good for the environment, and 73% thought that it helped to stop animal exploitation. 62% said they thought the vegan lifestyle was easy to maintain, while 61% believed there were enough vegan food choices. 55% said that the diet does not mean compromising on taste. India has a long-running tradition of vegetarianism for religious reasons, and this was evident in the survey responses. Almost 70% of participants said they believed the country’s vegetarian traditions could help to fuel the …

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Delivery Services

Vegan Food Delivery Soars in Chile as Uber Eats Sees 45% Increase in Vegan Offerings

To celebrate Vegan World Month with good news, the charity Veganuary and Uber Eats have revealed positive findings from their latest research on vegan food delivery in Chile: more restaurants are offering vegan food on the app. Figures from the analysis show that the vegan category of Uber Eats has experienced a 45% increase compared to the previous year. And interestingly, it has already surpassed the 2022 growth mark so far this year.  “We have seen that there is a great interest on the part of app users to open up to new options. At the same time, restaurants and associated businesses have made an effort to satisfy these new consumer trends, offering much more. Therefore, we believe that this is a trend that will continue to grow”, says Verónica …

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Veganuary participants

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Charity & Campaigns

80% of Veganuary Participants Have Reduced Their Animal Product Consumption by Over 50%

Veganuary, the campaign encouraging people to try a vegan diet for the month of January, has published the results of its six-month follow-up survey for 2023. 98% of Veganuary participants said they were eating fewer animal products than before they took part in the campaign, while 80% had reduced their animal product consumption by 50% or more. 28% had opted to remain fully vegan; the biggest motivator for this group was learning more about veganism, followed by discovering that being vegan was easier than expected. Better health was also an important factor, with over 60% of participants seeing improvements in this area. 58% had more energy, 51% said their skin appearance had improved, and 43% saw a positive impact on their body weight. Of those …

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UK-born charity Veganuary has opened its eighth country chapter in Spain.

© Veganuary
Charity & Campaigns

Veganuary Opens Office in Spain to Continue the Campaign’s Global Expansion, Vegan Actor Dani Rovira Becomes Supporter

UK-born charity Veganuary, celebrating its 10th anniversary this year, announces it has opened its eighth country chapter in Spain. Moreover, the Spanish actor Dani Rovira recently joined Veganuary as a supporter to spread the message and importance of veganism. With the climate crisis making headlines almost daily, the organization says it is intensifying its efforts to promote planet-friendly vegan diets worldwide. Besides the new office in Spain, the charity has chapters in seven countries: the UK, USA, Germany, Chile, Argentina, Brazil, and India. In addition, it has partner organizations in Mexico, Italy, France, Switzerland, South Africa, Australia, and Singapore to run official campaigns and make veganism mainstream. Amanda Romero, the new director for Veganuary Spain, shares that more than five million people, representing 13% of the …

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veganuary's banner for the end of the vegan diet challenge

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Charity & Campaigns

Veganuary 2023 Breaks Records with 700,000 Participants Trying Vegan Diet

Veganuary 2023 has broken all previous records with more registered participants than ever, with 706,965 people officially signing up for the vegan diet challenge from nearly every country in the world, reports the organisation. At the beginning of the month, the international charity announced that one person every 2.4 seconds was signing up for the diet challenge. With this year’s participation figures, Veganuary can joyously celebrate the 10th year of its global campaign, supported by actress Lucy Watson and famous French restaurateur Alexis Gauthier who became official Ambassadors for the charity this year. Participation could be significantly larger According to Veganuary, several studies have suggested that the total participation in the challenge is significantly larger than the number of registered people through Veganuary’s website.  In a YouGov survey conducted this …

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Veganuary TV Ad

©Veganuary
Society

Study Reveals Impact of Veganuary in UK and Netherlands

Marketing research firm Toluna surveyed consumers in the Netherlands and the UK on the impact of Veganuary on their diets in 2023. To find out just how much the trend has caught on, the Toluna Germany team conducted a survey of Veganuary participants in the UK and the Netherlands for the second year running. The results of the survey, which was conducted among consumers on 21 and 22 January, show that the consumption of vegan food continues to rise. Participation and overall impact In the 2022 Toluna Veganuary study, an increase in popularity was noted compared to 2021. However, this figure stagnated in 2023. In the UK, 54% of consumers said they were thinking about participating in the Veganuary – similar to the 55% who …

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just eat's veganuary food offer

© Just Eat
Market & Trends

Just Eat Joins Veganuary, Reveals 12% of Spanish Consumers Participate in the Challenge

Just Eat, a food delivery platform operating in more than 20 countries, has joined Veganuary 2023 by adding a new section for veggie options to its app to promote and increase vegetable consumption during January. Spanish consumers practicing Veganuary Just Eat conducted a survey with IPSOS Digital to provide data on Spanish consumers’ attitudes toward following a plant-based diet, revealing that 12% of Spanish consumers were practicing Veganuary. The study also showed that 17% of Spanish consumers have already reduced their meat intake in their regular diet. Furthermore, according to the study, the main reasons for eating vegan or vegetarian food among the respondents were: taste (38%), health (36%), and sustainability (26%).  “This shows that the prejudice towards this type of food is decreasing and clearly reflects the global …

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veganuary 2023

© Veganuary

Charity & Campaigns

Veganuary in Spain and LATAM: More Than 80 Promotions and Discounts Available

During the 2023 Veganuary campaign, more than 80 brands, restaurants and retailers from Spain, Mexico and South America are participating with discounts and a wide range of vegan offerings to motivate those who may be trying a vegan or plant-based lifestyle for the first time. In Spain: Subway, VeggiAnimals, Vegan Food Club and Revolu Green! are some of the brands with the biggest vegan offerings during January In Chile: NotCo, Jumbo, Papa Johns, Yoguen Fruz, Vilay and Vegusta, will be offering significant discounts In Mexico: Mr. Tofu will have discounts on its own brands as well as Daiya and Better Balance In Argentina: Hiper Changomas and Más Online Supermercado will offer more than 100 discounted products for Veganuary In Ecuador: Veggie Lover In Colombia: Cero …

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