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Veganuary used to feel unstoppable. What happened?
By Toni Ehrnreich2026-02-12T11:20:00
Veganuary is quieter because the category has matured, says Toni Ehrnreich of Bol Foods. Plant-based is now part of everyday life
Not long ago, Veganuary felt unstoppable. In the late 2010s and early 2020s, plant-based eating surged from niche to mainstream, fuelled by climate anxiety, supermarket innovation and a belief that food choices could drive systemic change.
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