A vegan start to the new year: According to a representative survey, more and more consumers are thinking about this resolution. The Veganuary provides the framework for this: The globally active movement will celebrate its tenth birthday in January 2023 – with records, many stars and a feel-good campaign that benefits people, animals, the environment and the climate. THE GREEN MOUNTAIN also knows that “vegan” is fun and doesn’t have to mean doing without, and has launched the vegan offensive “Why not?” in line with the world-famous Veganuary.
In order to encourage as many consumers as possible to try plant-based products, the start-up relies on a “slightly different why not? Campaign”. Lots of recipes, weekly plans plus know-how, tips and motivation for starting a vegan diet. Everything is easy and entertaining on the various THE GREEN MOUNTAIN websites – and without wagging a finger.
In addition, the products are supported via digital channels and offer apps. “In this way, we also support the younger target group who are interested in vegetarian and vegan foods along the entire customer journey. We want to make the vegan diet tasty,” explains Werner Ott, Managing Director of the Swiss manufacturer. In addition, retailers are provided with sales-promoting materials that also increase attention at the point of sale.