The charity that encourages people to try vegan in January has now attracted 50,000 participants — more than double the numbers that took part last year — and by the end of the month, another 10,000 people are expected to have taken part, too.

The huge increase can be attributed to Veganuary’s advertising on the London Underground which saw 2,500 adverts inside tube carriages for the last two weeks of the year and it is estimated that 7,000 Brits joined because of the ads, so they have certainly had a significant impact.

There has also been widespread support of UK high street chains and brands that sponsor or support Veganuary. All Bar One has thrown itself fully behind Veganuary’s ethos with the company’s 52 outlets offering a choice of three vegan starters, mains and desserts throughout the month. The menu, which is branded with the Veganuary logo, includes: Patatas bravas; Crushed avocado bruschetta; Indian flatbread and Chocolate, chilli & cardamom cake. Other restaurants supporting Veganuary include the Handmade Burger Company, Zizzi, Las Iguanas, Leon and Pret.

Co-founder of Veganuary, Jane Land says: “The support of high street restaurants and well-known brand names has brought a lot of attention to Veganuary. Knowing that good food is easily available makes a huge difference and is part of the reason why more than half of Veganuary participants choose to stay vegan at the end of the month. But what brings them to try vegan in the first place is primarily a concern and compassion for animals. Farming is a brutal business. Male chicks are killed at a day old because they aren’t able to lay eggs, unwanted calves are shot, and pigs are locked in crates and treated like breeding machines. People simply don’t want to stomach this cruelty anymore.”

In fact, the number of vegans in the UK has risen exponentially. Over the past decade there has been a 360% increase in the number of vegans, according to research commissioned by The Vegan Society, and now there are more than half a million vegans.

Veganism’s popularity is, in part, driven by its high-profile advocates, with stars like Liam Hemsworth, Miley Cyrus and Sia being vegan. Sportspeople are also increasingly turning to veganism with David Haye, Russell Martin and Serena Williams all adopting a vegan diet. And it’s not just about eating animal-free, celebrities are also promoting delicious vegan foods to others with Nick Knowles, Moby and Novak Djokovic all opening vegan restaurants.

Land comments further: “There is so much suffering in the world that we can do nothing about but we do have the power to end animal suffering with every meal we choose to eat. Vegan foods are also kinder to the environment, contribute less to climate change, can feed more people and require fewer resources to produce. The health and environmental benefits of animal-free foods are compelling and 50,000 people are now discovering how delicious these foods can be. The world is changing, and we are proud to support those who wish to be part of it.”

Land gave the journalist her advice on trying vegan: “Our advice is to enjoy it! There will be days when people make mistakes, eat something without checking the label, or simply fall into an old habit,” she says.

“The key thing is not to beat yourself up about it but to simply start again. None of us are perfect in this imperfect world, and all we can ask of ourselves is to try. But joining the online Veganuary community wher new vegans exchange tips, recipes, advice and support is probably my best advice. The group is brimming with positivity! And we hope that all members will stay in touch with us after January is over as Veganuary exists all year round to help and support. In fact, more than half of all participants enjoy the experience so much, they remain vegan,” she explains.

Registration to take part in Veganuary is free. Those who sign up will receive a celebrity-inspired e-cookbook to get them started, plus regular updates with favorite recipes and tips on nutrition, ready-made vegan foods, and eating out.

by Elizabeth Kenward