Health-seeking consumers are viewing the new year as a prime opportunity to undertake doable-for-a-month challenges to kickstart longer-term wellness. They’re abstaining from alcohol (see Dry January 2020) and embracing plant-based edibles, with 400,000 signing up for Veganuary, up from 250,000 in 2019. Savvy brands are capitalising on this momentum.
Veganuary 2020: Top Brand Tactics
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