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Awareness of Plant-Based Alternatives Grow for Veganuary 2025 

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Veganuary is an annual healthy new year’s campaign that encourages people to remove animal products from their plates for the month of January. What began around a kitchen table in 2013 in York, United Kingdom, has evolved into an influential global movement, transforming how millions of people approach their eating habits each January and beyond.

In 2024, 25 million people worldwide participated in the initiative, adding momentum to the shift in dietary patterns towards plant-based preferences, especially for European consumers. The 10th anniversary last year saw the release of a documentary film titled It’ll Never Catch On. Major international celebrities have endorsed Veganuary as its ambassadors including Billie Eilish, Woody Harrelson, Joaquin Phoenix, Paul McCartney and Evanna Lynch. 

ProVeg South Africa is the official national partner of the Veganuary campaign for January – offering a free guided programme for 31 days available throughout the year; encouraging members of the public to participate in improving their nutritional wellbeing. In the national media Veganuary has featured on eNCA news, and radio 702 Johannesburg with The Vegan Chef Sue Gajathar as spokesperson for Veganuary, after winning the Best of Joburg award at the conclusion of 2024 for best vegan restaurant. 

Since 2014, an increasing number of brands and restaurants have participated in Veganuary by launching new plant-based items for sale and on menus. Some of these products have been limited edition, specially created for the promotion period, while others have gone on to become iconic meat-free staples year-round. While these new products have primarily been available in Europe and the United States; South African consumers can also enjoy a number of relatively new plant-based offerings (not necessarily promoted alongside Veganuary) such as the Woolworths  Beyond SteakBeyond Nuggets and Beyond Schnitzel; the new flexi range by the Fry Family Food Co. including their Southern Fried Strips, which won the Food & Home gold award for best in food; and the ever-popular Steers Burger Patty by Famous Brands, newly available for retail at Pick & Pay outlets. The Vegan Chef offers sign-up points for Veganuary at their branches in Sandton, Midrand, Fourways and Umhlanga – with a special pop-up registration point at Benmore Shopping Centre in Sandton from 14 to 20 January. Outcast Foods, winner of the 2024 Food & Home silver Award for best in food is offering a product discount of 20% in their online shop for Veganuary. 

A Healthier Alternative

To determine whether plant-based meat and milk alternatives can be a healthy choice compared to their animal-based counterparts, ProVeg has conducted an international nutritional assessment of plant-based alternatives available in local supermarkets in 11 countries across four continents: Belgium, Czechia, Germany, Italy, Malaysia, the Netherlands, Poland, South Africa, Spain, the UK, and the USA. Using a scoring system based on internationally recognised nutrition guidelines we evaluated the nutritional value of 422 plant-based meat alternatives and 251 plant-based milk alternatives and compared them with their animal equivalents. The research aimed to assess plant-based alternative ranges (meat, milk and fish alternatives that mimic taste and texture) and how products are sold and marketed. 

Overall, plant-based meat alternatives had a more beneficial nutritional profile than animal meats, but this could be further improved by reducing their salt content. The plant-based meat alternatives contained less saturated fat and significantly more fibre than their animal analogues, sufficient to qualify them as a source of fibre. The nutritional value of plant-based meat alternatives varied according to country, highlighting the importance of nutrition policy frameworks and shared industry approaches to product development and formulation. The Netherlands led the way, with products that are high in fibre, low in saturated fats, and fortified with key nutrients, including iron and vitamin B12.

ProVeg found that, depending on the country, plant-based meat alternatives are generally fortified with iron and vitamin B12. However, fortification still does not appear to be a common practice. In countries where fortification is already widespread, between 40% and 90% of products are fortified. But, in countries where fortification is not commonly used, less than 20% of products are fortified. In general, the plant-based milk alternatives contained less total fat and less saturated fat than cow’s milk. Soya milk performed particularly well in all countries. Plant-based meat and milk alternatives can be enjoyed as part of a healthy sustainable diet and animal-alternatives can build bridges between habit and health. 

Read the full report on plant-based alternatives here.

For those concerned about protein comparisons for meat analogues – as one example – texturized vegetable protein (TVP), also known as textured soy protein (TSP) is a low cholesterol and gluten free soy product which is often used in the manufacture of vegan burgers and similar.  A nutritional power-house; a serving of 1/2 cup, or about 50g of TVP provides 24g of protein (compared to 50g of ground beef which provides 13.5g of protein) also providing more than 40% of daily iron needs.

Eating vegan has never been easier. For those in South Africa seeking the convenience of a take-away meal during their Veganuary journey and beyond, ProVeg has ranked popular fast-food and sit-down franchises for their plant-based friendliness

ENDS

Media Contact

ProVeg South Africa – Wikus Engelbrecht – Communications Manager: [email protected]; +27 64 172 0120

About ProVeg South Africa:

ProVeg South Africa is the local branch of ProVeg International. ProVeg is an international food awareness organisation working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.

More about Veganuary: 

Veganuary is a global nonprofit that has inspired millions of people to try vegan in January and beyond. Simply put, the Veganuary campaign is a free global marketing moment for brands, retailers, and restaurants to promote and launch their vegan products.

Their aim is to connect the millions of consumers that participate in Veganuary with businesses that can provide the plant-based options they are looking for during January and beyond.

In the US, over 400 businesses participated in Veganuary 2024 and more than 1,000 media stories covered the campaign. Aligning with Veganuary is the ultimate opportunity for brands to solidify their position as leaders in the plant-based space and connect with the growing segment of veg-curious consumers.

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