Plant-based launches by high street food brands helped almost half a million people go vegan last month, according to the organisers of Veganuary.
Hundreds of new vegan products and menu items were launched in January by restaurants, food-to-go chains and supermarkets.
KFC sold one million vegan burgers in the first month they were on sale, while Pizza Hut said the number of guests trying a vegan pizza had almost doubled.
The launch of Greggs’s Vegan Steak Bake was “bigger than we had originally anticipated”, according to the company which is now working on rolling the product out to all of its shops.
Deliveroo, meanwhile, said that orders of vegan dishes increased by 78% compared with January 2019 as many partners introduced new options to their menus.
Retailers also benefited from a record 400,000 people taking part in Veganuary. Sales of Hellman’s Vegan Mayo saw a growth of nearly 400% in Tesco, while M&S’ Plant Kitchen No Chicken Kiev has sold at a rate of four every minute since it launched on 2 January.
The organisers of Veganuary said growing awareness of the link between animal farming and the climate crisis had contributed towards making this year’s campaign the biggest yet.