Like Dry January, Veganuary offers to take on a challenge: adopt a plant-based diet during the month of January. For its 5th edition, L214 highlights the ongoing transformation of the food landscape in France: a plant-based offering which is expanding in supermarkets, but also in restaurants. A record number of companies are participating in this edition and, for the first time, two cities are joining the initiative.
These encouraging developments must accelerate to meet three crucial challenges: saving millions of animals, 80% of which come from intensive farming, reducing the ecological footprint of our food and reducing public health risks. Among the many activities in January, L214 is organizing a series of treasure hunts in 20 French cities to discover plant-based alternatives available locally. A fun initiative that highlights the diversity of options and the benefits of a dietary transition.
31 days to discover plant-based eating
The concept is simple: try eating plant-based during the month of January.
By registering for free on the veganuary2025.fr website with their email address, participants will receive daily vegan recipes, easy-to-make menu ideas, practical tips and nutritional advice for 31 days to discover plant-based cuisine. gently.
Record participation of companies
In 2025, Veganuary reaches a new milestone: 220 companies are taking part in the campaign, compared to 186 the previous year. Brands as varied as Monoprix, Intermarché, Bio Burger, Sushi Daily, Paul, Deliveroo and Materne are committed to promoting plant-based alternatives through promotions, product launches and consumer information campaigns.
This dynamic responds to a growing desire among the French: 54% of them want brands to put more emphasis on plant-based products (YouGov / L214, 2023), and 70% would like more dishes prepared without meat or fish, rich in vegetable proteins (Harris Interactive / RAC, 2023).
For Jennifer Martins, Intermarché and Netto CSR project manager:
« The Veganuary campaign represents for Intermarché an opportunity and a lever to democratize plant-based and gourmet food. By highlighting our plant-based offerings, in particular through promotional offers relayed on leaflets and on drives, we wish to strengthen attractiveness and support for a more diversified mode of consumption. Aware that the plant-based diet is one of the keys to reducing our impact, particularly carbon, we are participating in this edition to promote the dietary transition towards more plants. »
Municipalities participate for the first time
For the first time, cities are participating in Veganuary: an essential development given the importance of public authorities in supporting the food transition. Grenoble and Rouen thus becoming the first cities to formalize their participation in the event. These municipalities will raise awareness among their residents of the benefits of a more plant-based diet through poster campaigns and local events.
For Sandra Krief, deputy to the city of Grenoble, animal welfare delegate:
« Grenoble, a pioneering city, has chosen to engage very actively in the transition to plant-based food for environmental, health and ethical reasons. I therefore fully support Veganuary, in its desire to plant-based food and therefore to renounce everything that favors the creation and expansion of industrial and intensive farming, in order to live together, humans and animals in an ethical and ethical world. concerned about our common environment. Our level of civilization requires us to be better for animals and for ourselves. Let’s be it. »
A treasure hunt in 20 French cities
On January 11, L214 is organizing a treasure hunt on the theme of Veganuary in 20 major cities in France. In partnership with local traders, this treasure hunt will invite participants to discover delicious plant-based alternatives in supermarkets, grocery stores, food shops and restaurants. An immersive experience to explore new habits and reduce our food footprint.
For Alexandra Coché, responsible for the Veganuary campaign for L214: “ There have never been so many possibilities, traditional or innovative, to plant-based our diet. Now is the time to take plant-based foods out of a niche segment and accelerate this transition. Veganuary is a valuable opportunity to raise awareness among the general public, but also to mobilize stakeholders in the agri-food industry and public authorities. »
Mobilize to move from intentions to action
The reasons for veganizing your diet are shared by a large number of French people (Harris Interactive / RAC, 2023):
While 57% of French people say they have reduced their meat consumption (Harris Interactive / RAC, 2023)figures show that consumption has only really decreased by 5.8% in 20 years (Agreste, 2024). The food environment remains mainly dominated by meat products: 92% of prepared meals contain meat or fish (RAC, 2023).
It is becoming essential to facilitate individual action through political measures and by changing the food supply to respond to the ethical and environmental emergency.
Companies have started to begin a transition towards plant-based; L214 encourages them to continue it through initiatives such as Veganuary.
It is just as urgent for public authorities to rise to the challenges. Increase in the number of vegetarian and vegan meals, reorientation of agricultural subsidies towards plant production, regulation of advertising for meat products, etc. For L214, all means must be implemented to halve the number of animals killed for food by 2030.
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