Back in 2013, British couple Jane Land and Matthew Glover placed a bet. The pair, both animal lovers, had just founded a new vegan campaign on a whim from their bedroom, and they were guessing how many people would sign up. Land thought they might attract the attention of around 100 people. Glover thought 1,000. But the campaign, which came together in just a couple of months and was called Veganuary, managed to sign up more than 3,000 people in its first year.
By the time 2017 rolled around, that number had skyrocketed to 50,000. In 2020, the campaign reached a whopping 400,000 sign-ups. In 2022, nearly 630,000 people got involved. And in 2023, 10 years on from the initial bedroom launch, records were broken when more than 706,900 people signed up from nearly every single country in the world—Vatican City and North Korea were the only exceptions.
Adobe
Now, Veganuary counts several celebrities on its list of ambassadors, including Joaquin Phoenix, Paul McCartney, Chris Packham, Alicia Silverstone, and even politicians, like Eric Adams. And it’s a social media sensation, too. In January 2023, videos tagged with #Veganuary were viewed more than 900 million times on TikTok.
But what exactly is Veganuary? How do you get involved? And what can you eat? Here, we answer all of these questions. Plus, if you’re planning to take part in Veganuary 2024, we’ve also gathered some tasty vegan recipes for you to try.
What is Veganuary?
In a similar way to initiatives like Dry January or Movember, the aim of Veganuary is to encourage and support as many people as possible to give up animal products for the entirety of January.
While Land and Glover are no longer directly involved with Veganuary, each year, the initiative gets stronger. Some participants are vegan or vegetarian when they sign up, but for the most part, people who opt to try Veganuary are meat-eaters. And many of them choose to make major lifestyle changes after they have given it a go.
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In October 2023, Veganuary’s follow-up survey polling participants revealed that 28 percent were still eating a full vegan diet, while around 36 percent were eating at least 75 percent less meat and other animal products than before. It also reported that 96 percent of participants who are not yet fully vegan said they were likely to try the diet again in the future.
“These results show that, far from being just a one-month pledge, Veganuary is helping to drive long-lasting diet change around the world,” Toni Vernelli, Veganuary’s International Head of Communications, said in a statement.
Is Veganuary a diet?
Taking part in Veganuary means doing your best to follow a plant-based diet for the whole of January. This means no meat (including fish), eggs, cheese, milk, or butter, as none of these food items are plant-based. That said, choosing to take part in Veganuary is not restrictive, thanks to the growing number of plant-based products on the market.
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Nowadays, you can find vegan alternatives—including vegan ham, shrimp, eggs, sausages, chicken, cheese, milk, and more—in a number of stores and supermarkets. And fast-food chains, like Burger King, McDonald’s, and KFC, have more plant-based options than ever in various locations all over the world.
Plus, many restaurants have started offering dedicated Veganuary specials. Wagamama, Bella Italia, Wahaca, and PizzaExpress are just some of the chains that have previously rolled out new vegan options specifically for January. (So it’s worth keeping an eye on your favorite restaurant just in case they decide to take part, too!)
How does Veganuary work?
Taking part in Veganuary is pretty simple. You sign up via the campaign’s website, and in return, you will receive a number of helpful resources, including meal plan ideas and an online cookbook, sent to you via email. The cookbook includes exclusive recipes from celebrities like Venus Williams, Joanna Lumley, Alicia Silverstone, Mya, and Jane Goodall.
You will also receive nutritional advice, coaching emails for every day of the month, and so much more.
Veganuary recipe ideas
If you’re thinking of taking the leap and ditching animal products for the whole of January, we can also help you get started. Here, we’ve gathered some of our favorite main, side, and dessert recipe ideas, all of which are tasty and satisfying. What else could you need? (Read: not meat.)
Mains
Chef Mitchel Bonhomme
1 Jamaican Vegan Curry
Thanks to coconut milk, this Jamaican-inspired recipe is deliciously creamy and oh so satisfying. When it comes to the filling, add any vegetables you like, but according to the recipe creator, broccoli and carrots work best. Or, if you want something meatier, you could also add tofu or pieces of vegan chicken.
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Jeff Wysocarski
2 Sweet Potato and Kidney Bean Enchiladas
Enchiladas offer the perfect combination of tastes and textures, thanks to the cheese, sauce, tortilla, and of course, the filling. But the latter doesn’t need to be meat. In fact, enchiladas are just as satisfying (if not more so) when they are packed with beans and sweet potatoes.
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Katie Koteen and Kate Kasbee
3 Vegan Pumpkin Cream Penne
If you’re craving something warm and filling, try blending a creamy sweet pumpkin purée to make an indulgent and rich pasta sauce, and combine it with the pasta shape of your choice. (Note: It doesn’t have to be penne! Conchiglie, farfalle, or fusilli will all work just as well.)
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Caryn J Carruthers
4 Vegan Thai-Inspired Sweet Potato Noodles
If you love Thai food, you’ll definitely enjoy the flavors and scents of this dish, which involves spiralized sweet potatoes in the place of regular noodles. To finish, drizzle with coconut aminos (which is similar to soy sauce).
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The New Nourishing
5 Beefy Vegan Beet Burger
Sometimes, only a burger will do. And luckily, giving up meat doesn’t mean missing out. Instead of beef, try making a meaty patty with black beans and beets instead. Add a burst of flavor with a mix of garlic, tomato purée, smoked paprika, and oregano.
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Sides
Brianna Claxton
6 Vegan Cheesy Roasted Garlic Bread
Yep, you can still enjoy cheesy garlic bread, even when you’re following a plant-based diet. And the best part? It’s super easy to make, too. This recipe calls for some vegan parmesan (which you can buy from most major retailers), butter, garlic cloves, and fresh parsley.
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Ashley Hankins
7 Stuffed Vegan Chili Cheese Dog Bites
If you’ve got guests coming over and you don’t want to serve meat, wow them with these stuffed vegan chili cheese dog bites. Even the staunchest of meat-eaters will ask you for the recipe.
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Simon Smith
8 Vegan Hasselback Potatoes With Cheese Sauce
Crispy, flavorful, and not too complicated to make, Hasselback potatoes are about to be the new star of all of your winter meals. Seriously, once you’ve tried this recipe once, you’re going to want to make it again and again.
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Shanika Graham-White
9 Sticky Vegan Coca-Cola Cauliflower Wings
Forget chicken wings. These cauliflower wings are the right combination of crispy and saucy, and they’re so delicious, you won’t even remember you’re eating vegetables. And we’ll let you in on a secret, the crunchy coating is all down to cornflakes!
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Desserts
10 Easy Vegan Rocky Road Fudge
Rocky road isn’t just for non-vegans. In fact, this indulgent sweet treat is super easy to make animal-free. Just swap out the butter for a vegan alternative, and use plant-based baking staples like coconut milk.
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Christina Leopold
11 Vegan and Gluten-Free Caramelly Banoffee Pie
This banoffee pie is decadent and most importantly, pretty easy to make. You don’t even need an oven! Instead, it all comes together in the freezer.
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Alex Shytsman
12 Vegan White Chocolate Crème Brûlée
Essentially custard topped with hardened sugar, crème brûlée recipes are usually laden with animal products like eggs and cream. But not this one! Instead, this recipe calls for a delicious and indulgent mix of coconut milk, cashew cream, and cacao butter.
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Sarah Bond
13 Vegan Marshmallow-Coconut Cream Popsicles
Loved by adults and kids alike, popsicles are not just a dessert. They also make a great snack, too (particularly when you’re rifling around at night for something sweet). Make this vegan marshmallow version of the classic treat with aquafaba, vanilla, and canned coconut milk.
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For more vegan guides, read:
Charlotte is a writer and editor based in sunny Southsea on England’s southern coast.
