Not just for January – vegan and vegetarian.

With January host to the Veganuary campaign, the month has become a peak time for operators to trial, and promote, vegan and vegetarian options to their customers often pursuing new year healthy eating resolutions, but these choices are becoming more of a requirement all year round.

VEGANUARY ACTIVITY

“Veganuary is a non-profit organisation, encouraging people around the world to try vegan for the month of January – and beyond. Last year’s campaign saw more than 620,000 people pledge to try a vegan diet. More than 1,540 new vegan products and menu choices were launched too,” reports Paul Stanley, foodservice manager at Middleton Foods.

“Starting the new year with Veganuary remains the most popular time for those considering making the switch to a plant-based diet, to do so. But it’s important to remember that the occasion is far more than a marketing opportunity. It’s a way of encouraging people to move to a plant-based diet, as well as a great way of promoting the many benefits of plant-based eating such as protecting the environment, preventing animal suffering and improving the health of millions of people.

“With the continued popularity of veganism, offering a dedicated vegan menu will have great appeal. Look to introduce limited edition plant-based specials to celebrate the event itself, with popular items remaining a permanent addition to menus after January. It’s a great opportunity for consumers to try something new – perhaps they’re already vegan and want to embrace exciting new options.”

With consumers getting more adventurous with their tastes too, be sure to create an appetising plant-based menu which sets you apart from the competition, advise Middleton Foods. Vegan menus offer a great opportunity to incorporate popular global cuisines and flavours. What’s more, vegan menus – as well as rising in popularity – are now even more accessible too thanks to the influx of food delivery services with the likes of Just Eat and Deliveroo, for example, bringing takeaway vegan offerings from an even wider range of outlets, direct to consumers who wish to eat animal-free meals, meaning that they’re much better catered for than they previously were, they point out.

Middleton Foods manufacture products suitable for vegans and support operators by developing an innovative range of products that gives them peace of mind that the ingredients they are using as part of their menu are suitable for customers following a vegan diet – from their Vegan Burger Mix (main picture) to their batters and bouillons.

“Our Vegan Burger Mix is a dry blend of ingredients, developed to make a veggie burger without soy, wheat or e-numbers. Operators simply add oil and water - form, cook and serve. Each 2kg tub contains enough mix to make 46 patties - and costing approximately 50p per portion. This ready-made mix ensures quality and consistency, time after time, and is a convenient product suitable for use by any member of the kitchen brigade, no matter what their skill set,” explains Paul Stanley.

“Also on offer is our 50% White 50% Wholemeal Bread and Roll Mix… Getting your bread right is essential, and our light, soft-textured bread mix is a versatile product made simply by adding water, which can be used for a wide range of breads and rolls from flavoured loaves and baked goods, even pizza bases. Suitable for vegetarians and vegans, each 3.5kg bag makes 104 rolls (56g) or 13, 1lb loaves. Bread is a staple carbohydrate in many diets, including a plant-based one.

“Choosing to enjoy a plant-based diet isn’t a new notion, it’s not a craze anymore. Many consumers have made it a lifestyle choice. In fact, the Vegan Society reports how consumer appetite for plant-based food continues to grow, with one in five Brits reducing their meat consumption during the Covid-19 pandemic. 15% reduced their dairy or egg intake during lockdown.

“Enjoying plant-based alternatives satisfies the stricter diets, like veganism – Google Trends identifying the UK as being the most popular country for veganism in 2021 – but also flexitarian diets where consumers choose to eat more plants and reduce the meat and dairy they consume. ING estimates the plant-based alternatives food market in the EU and the UK will be worth €7.5 billion by 2025, compared to €4.4 billion in 2019.

“With so much choice, veganism has become even more accessible and appealing amongst the generations, helping to increase the appetite for a plantbased diet even further. Nowadays, it is an expectation to see vegan options on a menu. Not just as the odd item, either, but as a more comprehensive offering with greater choices and more creative dishes.”

FREE TRIAL

Manchester’s Sndwch offered free potato milk coffees with any plant-based butty during Veganuary, trialling a new barista blend which they say is smooth, creamy and more sustainable than other plant-based milks. 10 plant-based sandwiches also joined the menu - one to mark each year of the Veganuary campaign - and included unusual fillings like ‘tuna’ and seaweed and spicy fried ‘chicken’ – all helping their customers in their endeavours to try something new and make Veganuary anything but bland.

The sandwich and coffee shop, which has sites within General Store and Arrive’s Tomorrow building in MediaCity, revealed a line-up of 10 original plant-based sandwiches - one to mark each year of the global campaign which launched in 2014. New additions included a NOT a Tuna, Spring Onion & Nori Seaweed Sesame Bagel and a NOT a Spicy Fried Chicken Onion Bagel. They joined existing bestsellers including the NOT a Chicken Tikka & Onion Bhaji Sndwch.

What’s more, in its bid to bring new and more exciting vegan options to the city, Sndwch made an unusual addition to its plant-based milks in the form of potato milk. And anyone choosing to swap their semi-skimmed or soya for spud in January got their coffee for free, with the purchase of any plant-based sandwich. The launch came in partnership with DUG®, which claims to be the world’s only potato-powered, plant- based milk. Its new DUG Barista blend is not only smooth, creamy, low in sugar and allergen-friendly, but it’s planet-friendly too, the brand claim. The climate footprint of potato milk is two-thirds lower than cow’s milk, they say, and because growing potatoes is twice as land efficient as growing oats and uses 98% less water than almonds, it’s more sustainable than other plantbased milks too.

“I only recently discovered potato milk and was a little sceptical at first!” commented Sndwch founder, Alex Markham. “But it’s delicious - the consistency is very much like dairy milk. It foams up beautifully in coffee and adds creaminess to any hot drink.

“Veganuary is all about keeping an open mind and we dared customers to try something completely new. We hope letting people try a potato milk coffee for free helped with the financial pinch this time of year too.”

UK wholesaler, Brakes, launched a comprehensive support package to help its customers get creative and take advantage of Veganuary. With consumers increasingly considering plantbased options, both for meat-reduction and sustainability reasons, Veganuary provided operators with an opportunity to drive incremental income with Brakes creating a range of caloriecounted, nutritionally analysed menu options to add stand out vegan dishes to any menu.

In addition, they offered a range of video content with hints and tips to help increase plant-based options on the menu via a new vegan hub at brake.co.uk. The company also launched promotions on both branded and own label products throughout December 2022 and January 2023 to help operators make the most of the promotion.

“We created our most comprehensive package for Veganuary to date, as we’ve seen an increasing number of chefs wanting to sndwch’s NOT a Spicy Fried Chicken Sandwich. add menu options for January,” says Mandy Van Hagen, Brakes sector marketing manager.

“Although January has become a focal point for vegan food, we are very focused on making sure that we have a range that works throughout the year and that’s why we believe that we have the biggest range in foodservice.

“Eating a plant-first diet is one of the biggest changes we can make to help tackle climate change. For some operations, food can contribute more than half the carbon footprint, with animal proteins being the most carbon intensive. At Brakes we’ve committed to training our sales colleagues and chefs to support businesses in developing tasty, healthy and sustainable menus.”

Brakes’ campaign saw their number of vegan alternatives grow to more than 350 products, including a range of tasty new products for Veganuary 2023, such as Brakes Vegan & Gluten Free Blackforest Dessert, Tofoo Straight to Wok and our British made Brakes Falafel.

ON SHOW

What claims to be Europe’s only dedicated plantbased trade event Plant Based World Expo Europe, returned bigger and better recently at London Olympia, its organisers reported, with twice as much floorspace as the previous year, demonstrating the huge growth and innovation that has taken place in the plant-based food sector in 2022.

Future eating habits and new opportunities were at the heart of the show as the industry came together to reflect on the progress of the plant-based sector and explore what the next generation of plant-based eating looks like, with the latest innovations available on the show floor to taste.

The show also welcomed a 94% increase in attendees compared to 2021, with visitors from across the food service, retail, distribution, and investment sectors, including senior decision-makers from the likes of Tesco, M&S, ALDI, Morrisons, Waitrose, Ocado, Sodexo, ISS, Bidfood, Sysco, Aramark, LEON, Papa Johns Pizza, Burger King, The Restaurant Group, and Greggs to name a few.

Leaders from some of the biggest food brands in the world, including Deliveroo, Wagamama, Sainsbury’s, and Quorn, offered their insight on how plant-based ingredients are transforming consumers’ view of food and presenting significant business growth opportunities during the conference programme.

With a unique take on how businesses can convert the masses, Emily Weston, head of brand development at Wagamama, joined the Persuading consumers to try plant-based session, saying: “Launching vegan dishes and menus isn’t just about appeasing vegans. We want more people to try vegan foods and when we introduce new plant-based dishes to our menus we see participation spike.” The Culinary Theatre was also a hive of activity with live cooking demonstrations using some of the most innovative plant-based products available. Ten sessions took place across two days, including an interactive demonstration from BOSH! which offered visitors an exclusive preview of its new sauces to make an authentic and delicious lasagne. Unfished also took part to demonstrate the progress in the fish-less category by creating tuna rolls, whilst Redefine Meat showcased how plant-based foods can be incorporated in fine dining using its tenderloin and new premium cuts.

Alongside the interactive show content, over 150 exhibitors from around the world showcased the products capturing the attention of a wider pool of consumers to bring plantbased eating into the mainstream. The show floor included a broad range of brands, from household names to innovative new start-ups including Verdino, Moving Mountains, Mock, Meatless Farm, Redefine Meat, Thanks Plants, The Raging Pig Company, unMeat, Wicked Kitchen, Quorn, Tiba Tempeh, MozzaRisella, and Shicken.

To give buyers exclusive access to exhibitors and help participating brands forge new connections with decision makers, the event also hosted a buyers’ programme. Over 400 meetings took place across two days, helping the industry to form new business relationships and bring more plant-based foods to shelves and menus.

One buyer who enjoyed the show was Heerum Flearly, procurement consultant at Tickeat Ltd, who said: “The hosted buyer programme has been really beneficial. The show has been so busy, and I’ve been surprised by the breadth on offer. Plant Based World Expo has created a very strong plant-based community and I definitely want to be part of it next year.”

Having experienced exponential growth in its first two years, Plant Based World Expo Europe has announced that the show will take place at the ExCeL, London’s biggest venue, for 2023 (the event began in London’s Business Design Centre in 2021, before moving to London Olympia for this year’s edition).

Jonathan Morley, managing director of Plant Based World Expo Europe, added: “We are thrilled that support for our show has been so strong this year, so much so that Plant Based World Expo is moving to an even bigger venue in 2023. We are proud to provide the perfect platform to facilitate collaboration across the industry to realise the business opportunities that further integrating plant-based foods into the mainstream represents, all whilst improving both our health and the environment. We can’t wait for next year!”

NATIONAL VEGETARIAN WEEK

National Vegetarian Week (15–21 May 2023) will be bigger and better than ever with a very clear focus on the climate crisis, say its organisers. The week will highlight how switching to veggie meals can reduce your carbon footprint and help the planet. Keep up to date with the latest news about the week at www. nationalvegetarianweek.org.

Richard McIlwain, chief executive of the Vegetarian Society, said: “The very first National Vegetarian Week ran in 1992, the same year as the Rio Earth Summit which saw the creation of the first ever UN Framework Convention on Climate Change. Thirty years later, we are still battling to reduce emissions and yet every single one of us can take meaningful action by simply reducing or cutting out meat from our diets.

“In 2022’s campaign, we inspired people to switch over 70,000 meat-based meals for veggie and plantbased dishes, saving over 100 tons of carbon, equivalent to the emissions released by driving a car around the earth’s equator over 16 times!

“For 2023 we want to reach out to even more people encouraging a greater number of businesses, schools, local authorities, supermarkets and individuals taking part in the week. People often don’t think their own actions can make much of a difference. But by joining the many thousands of people signing up for the week, we aim to demonstrate how, together, individual efforts can lead to real and meaningful change.”

National Vegetarian Week 2022 saw record-breaking attempts, celebrity supporters and fantastic planetfriendly recipes. It also had a range of businesses across the UK getting involved and, for the first time, was supported by local authorities, many of which have declared climate emergencies.

The National Food Strategy says the UK should eat 30% less meat by 2030. For people who eat meat every day, this can be achieved by going meat-free on just two days a week.

The Vegetarian Society is a campaigning charity bringing the benefits of plant-based eating to all. It campaigns to make the changes happen that need to happen. Changes to help people, to help the planet and to help animals.