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UK-based campaign boosted by surge in people buying plant-based food during the pandemic

The global Veganuary movement will this week welcome its 1 millionth participant since the meat-free pledge was launched seven years ago, bolstered by a surge in consumers tucking into more plant-based foods during lockdown.

The UK-based campaign, which has asked people to pledge to eat a vegan diet for the month of January since 2014, said hitting the 1 million supporters’ mark was a huge milestone. The total includes the 400,000 participants who signed up earlier this year, and compares with 250,000 in 2019 and 170,000 in 2018.

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