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Tag: Foodservice

Veganuary 2025 Breaks Records and Inspires Global Expansion 

Written by Benjamin Davis on . Posted in Foodservice, Global Marketplace.

Veganuary has once again proven to be a driving force in shifting food choices worldwide, with a record-breaking 25.8 million participants taking the pledge to eat plant-based this January. Now in its 11th year, the campaign has grown into a global movement, inspiring policy changes, restaurant innovations, and new product launches across multiple industries. 

And the momentum doesn’t stop here. This March, China will launch its own monthlong plant-based challenge—V-March—marking a major step forward for plant-based eating in one of the world’s most influential food markets. 

 

Why Veganuary’s Growth Matters for the Plant-Based Industry 

The success of Veganuary 2025 is a clear indicator of shifting consumer demand and an expanding marketplace for plant-based products. More than just an individual challenge, Veganuary has become an annual catalyst for food industry innovation, with participation spanning multiple sectors: 

  • Restaurants & Foodservice: Over 50 restaurants in New York City alone introduced special Veganuary menus, showcasing new and improved plant-based dishes.
  • Retail & Brands: Major companies like Lidl GB launched 28 new meat-free products, while plant-based brands like Squeaky Bean and Cauldron Foods introduced innovative tofu offerings.
  • Corporate Engagement: More than 40 employers across industries like media, education, and solar energy took part in the Veganuary Workplace Challenge, integrating plant-based options into corporate food programs.
  • Policy Support: The City of West Hollywood officially promoted Veganuary, with Mayor Chelsea Lee Byers issuing a formal proclamation encouraging businesses and residents to participate. 

These developments demonstrate the mainstream adoption of plant-based eating—not just among individual consumers but also within corporations, city governments, and multinational food companies. 

“While there is some debate over the health aspects of plant-based meat, the environmental benefits of plant-based protein are undeniable, and this is what is drawing more and more people to choosing plant-based foods as part of their effort to reduce their climate impact.”
– Toni Vernelli, Head of Policy and Communications, Veganuary 

 

The China Expansion: V-March Takes the Concept Further 

Veganuary’s influence is now expanding into new regions and cultural contexts, with the China Vegan Society launching Mangchun Sanyue (V-March)—a monthlong plant-based challenge tailored to the Chinese calendar. 

The timing is strategic: Lunar New Year, which falls between late January and early February, is not an ideal period for dietary changes. By shifting the challenge to March, V-March aligns with a time when Chinese consumers may be more open to experimenting with plant-based foods. 

  • Over 50 businesses in China have already committed to launching or promoting plant-based products for the campaign, with more expected to join.
  • Government-backed alternative protein initiatives are gaining momentum in China, including the establishment of Beijing’s first cultivated meat and fermented protein R&D center.
  • A 2024 survey found that when Chinese consumers are informed about the benefits of plant-based eating, 98% say they plan to eat more plant-based foods. 

“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today.”
– Jian Yi, Founder & CEO, China Vegan Society 

 

What This Means for the Future of the Global Food System 

With each passing year, Veganuary cements itself as more than just a temporary diet shift—it’s a powerful force driving long-term change in the food industry. The campaign’s expansion into China and its continued corporate, retail, and policy engagement signal a broader shift toward plant-based eating on a global scale. 

For brands, retailers, and foodservice providers, this is an opportunity to capitalize on growing consumer demand: 

  • Long-Term Behavior Change: Six months after Veganuary 2024, 27% of participants remained fully vegan, while 54% reduced their meat and dairy consumption by half.
  • Retail Innovation: Companies that embrace Veganuary as a product launch moment are seeing sustained demand beyond January.
  • Foodservice Expansion: As more restaurants introduce plant-based menu items, plant-based cuisine is becoming a year-round staple rather than a seasonal experiment. 

With alternative proteins rising in China, plant-based food options growing across global retailers, and policies supporting plant-forward initiatives, the plant-based movement is no longer a trend—it’s an integral part of the future of food. 

V-March: Veganuary’s New Sister Campaign Expands the Plant-Based Movement in China 

Written by Benjamin Davis on . Posted in Global Marketplace.

The global success of Veganuary continues to gain momentum, and now it’s taking a strategic step into China with the launch of V-March (Mangchun Sanyue, 茻春三月). This new campaign, developed by China Vegan Society with the support of Veganuary’s global team, will run throughout March 2025, introducing the plant-based challenge to a market with deep plant-based culinary traditions and massive growth potential. 

With over 50 businesses in China already committed to participating, V-March will serve as a major catalyst for plant-based growth in both China and broader Asian markets. 

 

Why China? Why March? 

Veganuary, which encourages people to try a vegan diet for the month of January, has become a global phenomenon, with 25.8 million participants worldwide in 2025. However, launching it in China during January presents a unique challenge—the Lunar New Year often falls between late January and early February, a time when people gather for traditional, often meat-heavy, celebrations. 

Recognizing this, China Vegan Society created V-March as a better cultural fit, allowing plant-based exploration to take center stage after the holiday season. 

“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today.” 

– Jian Yi, Founder & CEO, China Vegan Society 

By launching in March, V-March aligns with a renewed focus on health, sustainability, and innovation—and the participation of major businesses in China suggests strong market interest in plant-based foods. 

The success of Veganuary has demonstrated that plant-based trials lead to long-term purchasing shifts. V-March is expected to drive similar consumer behavior in China, creating a key opportunity for retailers and foodservice operators looking to expand their plant-based offerings. 

 

What This Means for the Global Plant-Based Movement 

V-March is more than just an extension of Veganuary—it’s an indicator of plant-based eating’s global adaptability. While the concept of a month-long vegan challenge started in the UK, its success across 20+ countries proves that localized, culturally relevant adaptations are key to driving plant-based growth. 

“As people become more aware of the incredible impact our food choices have on the health of our planet, attitudes towards plant-based eating are changing everywhere.” 

– Toni Vernelli, Head of Communications, Veganuary 

With China’s growing plant-based sector and businesses eager to participate, V-March has the potential to drive real market shifts. Buyers should watch closely—this could be the start of a major expansion in plant-based product demand in Asia and beyond. 

Plant-Based Foodservice: The #1 Menu Trend of 2025 

Written by Benjamin Davis on . Posted in Foodservice, Hospitality, QSR, Restaurants, Trends.

Plant-based foods are no longer just a niche offering—they’ve claimed their spot as the number one menu trend of the year. From quick-service chains to fine dining restaurants and corporate cafeterias, establishments are embracing plant-based options not only to meet rising consumer demand but also to align with broader food trends shaping the industry. 

Let’s explore how plant-based foods connect with the other top menu trends highlighted by Total Foodservice and why incorporating them into your menu is a recipe for success in 2025. 

 

  1. Health and Wellness

Today’s diners prioritize wellness, seeking foods that nourish the body while satisfying the palate. Plant-based foods naturally align with this trend, as they are often lower in cholesterol and saturated fats while being rich in nutrients, fiber, and antioxidants. 

Restaurants can tap into this demand by offering whole-food plant-based dishes, such as hearty grain bowls, fresh vegetable-packed salads, and innovative alternatives to traditional meat and dairy ingredients. By highlighting the health benefits of these offerings, you can position your menu as both indulgent and good for your customers. 

 

  1. Local Ingredient Sourcing

Sourcing locally isn’t just about sustainability—it’s about celebrating freshness and supporting the community. This trend dovetails perfectly with plant-based menus, as fruits, vegetables, grains, and legumes can often be sourced from regional farms. 

For example, a plant-based menu might feature a seasonal roasted vegetable platter or a soup made with local root vegetables, showcasing the flavors of your area. Emphasizing local ingredients can also reduce food miles, aligning with diners’ environmental values. 

 

  1. Menu Optimization

In 2025, less is more when it comes to menu design. Streamlined offerings that focus on quality over quantity resonate with customers and make operations more efficient. Plant-based menus thrive in this environment, as a few versatile ingredients—like tofu, mushrooms, lentils or chickpeas—can be prepared in numerous ways to create diverse dishes. 

Consider a plant-based menu that highlights three or four core ingredients, each transformed into appetizers, mains, and even desserts, ensuring your kitchen runs smoothly while maintaining creativity. 

 

  1. Comfort Foods

Comfort foods never go out of style, and 2025 sees them taking on a plant-based twist. Think mac and cheese made with creamy cashew sauce, hearty vegan chili, or decadent dairy-free chocolate cake. 

Plant-based comfort foods appeal to diners seeking indulgence without compromise. They’re also a hit with flexitarians looking for familiar dishes that are better for their health and the planet. 

 

  1. Global Flavors

Plant-based foods offer endless opportunities to explore global cuisines, from Middle Eastern falafel and Indian curries to Thai tofu stir-fries and Ethiopian lentil stews. 

Incorporating plant-based versions of international dishes allows restaurants to expand their appeal while respecting cultural authenticity. By using traditional spices and cooking techniques, you can offer a dining experience that’s both plant-based and globally inspired. 

 

  1. Sense of Community

Restaurants have always been a place for connection, and in 2025, the sense of community takes center stage. Offering plant-based options can enhance inclusivity and guard against the dreaded “veto vote”, ensuring that diners with diverse dietary preferences feel welcome. 

Hosting plant-based cooking classes, community dinners, or partnerships with local vegan organizations can further strengthen your restaurant’s ties to the community, making your establishment more than just a place to eat—it becomes a hub for shared values and experiences. 

 

Position Your Restaurant for Success in 2025 

Plant-based foods are more than a trend—they’re a movement that intersects with nearly every other major trend of the year. From health-conscious diners to sustainability-minded consumers, offering plant-based options ensures your restaurant stays ahead of the curve. 

By embracing these interconnected trends and positioning your menu at the forefront of plant-based culinary innovation and marketing, you’ll not only attract a loyal customer base but also contribute to a more inclusive, sustainable, and delicious future. 

Plant-Based Catering

What’s Next in Plant-Based Catering?

Written by Ben Davis on . Posted in Foodservice, Hospitality.

The plant-based movement shows no signs of slowing down and that means even more choices for caterers that want to expand their plant-based offerings. To stay competitive in this ever-changing landscape, it helps to stay ahead of the hottest plant-based trends–from innovative ingredients and techniques to game-changing advances in flavorings and textures. Here are six catering trends to watch for 2023. 

 

Fun & nostalgia.

After a very challenging few years, people are yearning for carefree fun and whimsy. For kids and kids-at-heart, think dairy-free DIY sundae bars and ice-cream sandwiches made with products such as Ripple frozen desserts and dairy-free Eclipse ice-cream. A yearning for simpler times also means more comfort food. Classics like Sloppy Joes, Chicken Parm, sliders, and tacos made with proteins from companies like Before the Butcher, No Evil Foods, and Blackbird Foods are also popping up on catering menus across the country and will likely continue to be popular for the foreseeable future. 

 

Global cuisine.

Certified Master Chef James Corwell has seen growing interest in international dishes such as plant-based Chicken Tikka, Swiss Braised “Steak” with Mushroom Sauce, Dim Sum, and Coq au Vin. He says that to create the plant-based version of Steak Diane, for example, you need good vegan beef flavoring from yeast, mushroom stock, natural caramel color (optional), lentil cream, Dijon, shallots and mushrooms sautéed in a high quality vegan butter, salt, pepper and fresh tarragon.  

 

Plant-based corporate and institutional catering.

Hospitals, corporate catering, and schools are beginning to embrace more non-meat options, recognizing the health, environmental and bottom line benefits. “Personal awareness has been there but now more college and corporate campuses are bringing more and more vegan offerings than ever before,” says Corwell. One example:  Thanks to an initiative from Sodexo and the Humane Society of the United States, hundreds of university menus across the United States will increase their plant-based meal offerings to 42 percent of total meals by 2025. 

 

Next-level plant-based seafood.

The plant-based seafood category continues to push the envelope with companies like Good Catch Foods, which makes a variety of dishes from classic tuna in mayo to popcorn shrimp to salmon burgers. The Mind Blown Plant Based Seafood Company ups the ante with plant-based shrimp and scallops that’ll fit right in at your next beach themed soiree. Both are made with konjac, a root vegetable that is grown in parts of Asia 

Stellar sauces.

Want to serve a French-inspired feast with classically prepared sauces that don’t use animal products? Corwell says that yeast-derived flavors are getting better all the time, while mushroom powders help create depth of flavor similar to meat. He also says that “cream” from lentils that doesn’t taste like coconut is a game changer. “And never under estimate caramelized tomato paste, fresh herbs and classical aromatics like onion, carrot, celery and garlic, which are time tested and never go out of style,” he adds.  

 

All the Fixins’.

Sure, you can have your pick of plant-based burgers and “chicken” patties but what about the bread and toppings? Fast-casual caterers now have their pick of condiments, toppings and sauces that make plant-based burgers, salads, and sandwiches even more craveable and 100% vegan. Choices range from Vegenaise and American Cheese from Follow Your Heart  to Daiya creamy salad dressing for a classic plant-based Caesar Salad to a Filet No Fish from Good Catch topped with plant-based cheese and a classic tartar sauce without dairy. 

 

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Ben Davis is the VP of Content at Plant Based World Expo, North America’s only professional 100% plant-based focused event.