Operators rise to meet demand as record numbers of consumers pledge to 'go vegan' for January

The annual Veganuary campaign, promoted by the charity of the same name​, aims to highlight the positives of following a plant-based diet. It has become a global movement, encouraging people to try veganism throughout January.

According to the charity’s website, more than 120,000 people have signed a pledge to follow a fully plant-based diet for the first month of 2018, an increase of more than 3,500% from four years ago.

The number of people following a vegan diet has increased by 360% in the past 10 years​. In 2014, the number of people who reportedly committed to eating a vegan diet was just 1,500 but heading into 2018, the number has grown to 52,000, making the UK one of the fastest growing global markets for vegan products. 

To celebrate Veganuary, operators are expanding their vegan menus, and giving discounts on existing vegan dishes.

YO! Sushi has extended its plant-based menu to include the likes of spinach gyoza; agedashi tofu;​ and spicy cauliflower; alongside its old vegetarian favourites like vegetable yakisoba and tofu katsu curry. All the new dishes are on the restaurant’s £2.90 menu, and are priced as such from Monday to Friday for the whole of January.

Rosa’s Thai Cafe is replacing its Dean Street site with an all-vegetarian Thai pop up, which will run from mid January through to March.

The menu will feature new dishes including tofu satay; laab mushrooms; panang tofu and tom kha mushroom soup alongside vegetarian classics such as Thai green curry and pad Thai, and existing vegetarian dishes on Rosa’s menus including papaya salad and stir-fried aubergine.

After the success of its sold-out Planted supper clubs in November, Tredwells has created a plant-based menu which will be served at six supperclubs throughout the month. The menu will include a vegan cheeseboard, with vegan cheeses supplied by Silver Moon Foods.

Handmade Burger Co is offering 50% off all of its vegan burgers and sides for the month, and is replacing the cheese on its burgers with a vegan alternative for no extra cost.

Veganuary is now in its fifth year and has both driven and grown from the interest in veganism. In January 2014, 3,300 people took part, and that figure has grown year on year.