The Opportunity
Each January, Veganuary inspires millions to explore plant-based living and for foodservice operators, it offers a major chance to attract new diners, refresh menus, and showcase innovation.
In 2025, the campaign reached an estimated 25.8 million global participants, with 81 percent saying they plan to make permanent dietary changes. This isn’t a passing trend, it’s a fundamental shift in how people eat and order.
For caterers, pubs, restaurants, and contract caterers alike, highlighting quality plant-based dishes in January has become good business. Whether you’re serving flexitarians, accommodating dietary preferences, or simply expanding your menu appeal, Veganuary presents the perfect moment to show that dairy-free can still mean indulgent.
Why Plant-Based Matters for Foodservice
- Mainstream appeal: Nearly half of Veganuary participants were omnivores when they joined the challenge meaning your potential audience is wider than ever.
- Sustainability storytelling: Consumers increasingly choose restaurants that align with their values on the environment and animal welfare.
- Menu agility: Dairy-free ingredients reduce waste and simplify catering for mixed-diet groups.
- Positive publicity: Plant-based menus generate attention and engagement, especially during January.
Introducing Green Vie
Green Vie is a trusted dairy-free cheese brand that performs beautifully in professional kitchens, delivering melt, stretch and flavour with no compromise.
Available exclusively through Staple Food Group, the range includes:
- Green Vie Cheddar Flavour 1 kg Grated – ideal for toppings, sauces and bakes.
- Green Vie Cheddar Flavour Slices 500 g – perfect for burgers, melts and paninis.
- Green Vie Mozzarella Flavour 250 g – winner of BBC Good Food’s “Best Vegan Mozzarella for Eating Uncooked” Award 2022, offering smooth texture and excellent melt.
- Green Vie Greek Style 200 g – crumbly and savoury, great for salads or pastries.
Each product delivers the consistency and performance chefs expect, allowing a seamless dairy-free swap across favourite recipes.
Explore the full Green Vie range ›
Menu Inspiration
- Melty vegan burger stack – use Green Vie Cheddar Slices for a golden melt over a plant-based patty.
- Plant mac & cheese – create a creamy sauce using Green Vie Grated Cheddar Flavour.
- Vegan pizza perfection – finish with Green Vie Mozzarella Flavour for that classic stretch.
- Savoury bakes and pastries – combine Green Vie Greek Style with vegetables or herbs for ready-to-serve snack options.
These products perform brilliantly under heat, whether you’re running a busy service pass or creating grab-and-go dishes.
Why Now Is the Time
- January’s Veganuary campaign is one of the strongest consumer drivers of the year. Being prepared early means you can market specials and catch attention.
- Clear dairy-free and plant-based messaging shows inclusivity and environmental awareness.
- Partnering with an award-winning brand like Green Vie gives you confidence in quality, consistency and consumer recognition.
Get ahead of the January rush. Refresh your menus, train your teams, and make “No Dairy. No Compromise.” your Veganuary mantra.
