Veganism; a lifestyle choice which two years ago would have been met with eye rolls, tutting, and being uninvited to dinner parties. This month, however, 2.66m Brits are ditching pork for plants and taking on Veganuary. As someone will more often than not opt for oat milk in a latte, I’m particularly interested to look at brands that have jumped on this trend, writes Kate Goodbrand-Dillon.
Gregg’s Vegan Sausage Roll
Gregg’s have proved this month that Vegan food is definitely no longer dried quinoa and nut roasts, as it launched its highly anticipated Vegan sausage roll. The company certainly built up the excitement on social, and the launch resulted in widespread media coverage. Gregg’s PR team also crafted and sent out a creative mailer positioning the sausage roll as an iPhone launch. The detail in the mailer lead to it being highly shared on social and was a fantastic way to capture attention. One of the first bought sausage rolls also ended up selling for £7 on Ebay… A very professional and highly regarded FSC taste test also gave it a sold 9/10.
Ben and Jerry’s
One of the big concerns when people make the Vegan leap is having to give up sweet treats such as ice cream and chocolate. Ben and Jerry’s have made plant-based dreams come true with the launch of its dairy free range made with popular milk alternative, almond milk. The launch generated lots of excitement and coverage in both the consumer and trade press, and influencer taste tests. Ben and Jerry’s got the timing spot on – just as conversations were starting to pick up about the lack of vegan desserts and just in time for Veganuary. We see what they did there…
Although it’s being marketed as vegetarian, McDonald’s new meatless Happy Meal is actually vegan. The tortilla used in the wrap contains all dairy free ingredients and the meal consists of two red pesto goujons in a toasted tortilla. McDonald’s has previously been synonymous with greasy meat, so for the fast food brand to launch a totally meat free meal was bound to pick up coverage. It’s particularly interesting that it is aimed at kids – with increased media awareness of childhood obesity in the UK, creating a kids meal that is lower fat and higher veg content will earn the brand credibility among parents and the wider industry.
Crussh Vegan Soho store
To celebrate Veganuary, Crussh has transformed its Soho store into a Vegan paradise. The fresh food juice bar chain will be going totally plant-based for the whole of January and has introduced over 70 Vegan recipes to its menu. This is one brand that is Crussh-ing it this Veganuary (sorry).
These are just a few of our favourites from Veganuary 2019, but there are many more we could have picked. At the end of last year, the Economist predicted 2019 to be the Year of The Vegan, and with new figures citing a 55% increase in the number of vegan restaurants in the last year, combined with a broader shift to healthier, more environmentally friendly lifestyles – we think it might just be right.