Scientists have long stressed that having a plant-based diet is one of the most impactful things an individual can do to fight climate change. That’s why we’re happy to see that a record number of people have pledged to try a vegan diet this January, as part of the Veganuary challenge.

The annual challenge, started by nonprofit Veganuary, seeks to motivate people to try a vegan diet for the whole month of January, and potentially keep it up the whole year-round. Recently, the nonprofit announced that more than 500,000 people have signed up for the challenge this year — the most in a single year since it first launched in 2014.

“Throughout the year, Veganuary encourages and supports people and businesses alike to move to a plant-based diet as a way of protecting the environment, preventing animal suffering, and improving the health of millions of people,” the group explains.

According to their website, more than one million people from 192 countries have participated since 2014. In 2020 alone, more than 600 businesses participated and more than 1,200 new plant-based products and menus were introduced.

Not only that, a growing number of retailers are tapping into the challenge’s potential as a product launch opportunity. For example, supermarket chains Aldi and Asda in the UK have launched Veganuary websites that highlighted the benefits of switching to a vegan diet, while Tesco and M&S have launched Veganuary-themed TV and radio ads for the first time.

“While new vegan product launches from big-name brands are exciting, the way British supermarkets have embraced Veganuary this year is truly game changing,” said Veganuary’s head of communications Toni Vernelli.

“They are not simply using it as a marketing opportunity but are promoting the many benefits of plant-based eating and encouraging people to give it a try. As bastions of our food supply, they know that the only sustainable way forward is plant-focused,” he added.