Stores target thousands who vow to go vegan for January

PLANt-BASeD alternatives to kebabs, meatballs and even fish fingers are being launched in supermarkets as a record number tuck into Veganuary.

More than 500,000 have pledged to eat only plant-based foods for a month – a quarter of those taking up the challenge are from the UK.

‘Flexitarians’ are being targeted by both supermarkets and food chains with dishes designed to mimic the taste and texture of meat, chicken, fish, cheese and even eggs. One in three of the nation’s meals no longer includes meat, chicken or fish. Greggs had huge commercial success with its vegan sausage roll and bakes, made with Quorn, and many brands are tapping into the trend. Quorn, a form of fungus, was originally created by British scientists in the 1960s from soil bacteria as a solution to feared global food shortages.

the brand has launched ‘turkishstyle’ kebabs and peri-peri flavoured strips this month. Pret a Manger is offering a vegan version of its popular Swedish meatball wrap.

Plant-based fish fingers are available from the Moving Mountains brand, sold in Sainsbury’s and other stores, using white soy as its main ingredient. tesco’s Plant chef range will include a meat-free alternative to a roast chicken, made with wheat protein. A tesco spokesman said of eating plantbased: ‘It’s become the biggest food diet trend of the decade and now it’s having a marked effect on British shopping habits.’

Veganuary spokesman toni Vernelli said: ‘the way British supermarkets have embraced Veganuary this year is truly game-changing.’

Motivations for switching away from meat include concerns about the creation of greenhouse gases by livestock farming and a desire to protect animal welfare.