Brakes begins prep for Veganuary with support for partners

Produce Business report

The worldwide phenomenon that began in the UK called Veganuary, which has seen millions embrace eating vegan-only options for at least 31 days, is less than a month away. Retailers, wholesale and foodservice are already bracing for the big switch after the Christmas season.

UK wholesaler Brakes, capitalizing on the lean toward more healthy eating and on consumer trends, is launching a new a range of “calorie-counted, nutritionally analysed menu options to add standout vegan dishes to any menu.” Brakes says that extra “support” should give operators a chance to earn more during this pivotal period and beyond.

One website noted the popularity of Veganuary among consumers, especially those from younger generations, with a new person every 2½ seconds choosing to make changes to plant-based diets. Those who concoct unique dishes and cater to their needs want options to serve them.

“We’ve created our most comprehensive package for Veganuary to date, as we see an increasing number of chefs wanting to add menu options for January,” Mandy Van Hagen, Brakes Sector Marketing Manager said. “Although January has become a focal point for vegan food, we are very focused on making sure that we have a range that works throughout the year and that’s why we believe that we have the biggest range in foodservice.”

To that end, Brakes is also offering videos on its website that showcase how to deliver those options on menus, as well as promotions that feature premium and own-label products. Starting now can ensure that they are ready for January. Brakes’ huge base of partners includes Britain’s best pubs and restaurants, schools, caterers, care homes and hospitals.

There are other elements key to Veganuary. Plant-based options not only help diners reduce caloric intake and the harmful effects of meat eating, but they also are more environmentally friendly than other options.

“Eating a plant-first diet is one of the biggest changes we can make to help tackle climate change, Van Hagen said. “For some operations, food can contribute more than half the carbon footprint, with animal proteins being the most carbon intensive. At Brakes we’ve committed to training our sales colleagues and chefs to support businesses in developing tasty, healthy and sustainable menus.”

Among the new items added to its product line of more than 350 items will be Brakes’ own Vegan &Gluten Free Blackforest Dessert, Tofoo Straight to Wok and British made Falafel.



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