People might be keen to take part in Veganuary, but research suggests that the average person will only make it to 8 January before breaking it. With cheese ranked Britons' top temptation, there are opportunities for brands to show that going vegan doesn’t have to mean sacrifice.

Oumph! is celebrating Veganuary 2022 with its ‘Adopt a Carnivore’ campaign, challenging plant-based eaters to adopt a carnivore for the month of January. Not only does the move demonstrate the continuous growth of Veganuary but it also shows how brands are re-focusing New Year's resolutions as fun.

While the US has its fair share of plant-based spots that focus on ‘clean’ eating, with its flavorful food and daring marketing, Slutty Vegan proves the over-the-top, indulgent approach to vegan fare is a winner, especially for an audience that’s often excluded from mainstream vegan culture.

Bratwursts and kebabs may be par for the course in Germany, but no other country in Europe has seen such a sharp rise in vegans over the last ten years. As plant-based offerings continue to skyrocket and consumers seek sustainable food options, what can brands do to cater for this vegan culture?