‘At first we thought, we can’t possibly sell this’: how one couple got Veganuary going

Eight years after first asking people to go meat-free for a month, the couple behind the campaign say there is still work to do

When the first Veganuary began in 2014, the estimated 150,000 vegans in the UK were seen as eccentric ascetics.

Nearly a decade later, 9% of adults – about 6 million people – have tried going vegan for January, and adopting a plant-based diet and lifestyle is seen as entirely normal, according to new research.