The Veganuary Campaign Celebrates 10 Years With a Documentary

Veganuary, a campaign that supports people to go vegan for the month of January, has seen immense success, with over 706,600 participants in 2023 from around the world. A new documentary, "It'll Never Catch On: The Veganuary Story," celebrates the 10-year anniversary of the campaign and features founders Jane Land and Matthew Glover, along with special guests like Chris Packham and Evanna Lynch discussing the positive impact of Veganuary on veganism.

The plant-based market is rapidly growing, with global predictions suggesting it will reach a value of over $77 billion by 2025. High-profile British Veganuary participants and representatives from major UK retail and fast-food brands are featured in the documentary, showcasing the growing demand for plant-based options in the UK. In the US, celebrities like Billie Eilish and Joaquin Phoenix support Veganuary, with a significant increase in American corporate participation in 2023. The campaign's approach of encouraging individuals to try plant-based living for a month has played a key role in shifting attitudes towards veganism.