World Premiere of Veganuary Documentary Marks 10th Anniversary

The world premiere of the documentary "It’ll Never Catch On: The Veganuary Story" marks the 10th anniversary of the global campaign encouraging people to try vegan for January. Founders Matthew Glover and Jane Land reflect on their journey, while celebrities like Chris Packham, Jasmine Harman, and Kellie Bright share how participating in Veganuary changed their lives. The documentary also features discussions with food industry giants like ASDA, Burger King, and BOSH! on how Veganuary has revolutionized the food landscape in Britain.

The 22-minute documentary will debut at the Plant Based World Expo in London, followed by an online premiere open to everyone. Veganuary, started on a kitchen table in York, has gained global recognition with support from celebrities like Joaquin Phoenix and Paul McCartney. The campaign now has official chapters in eight countries and participants from around the world, except North Korea.