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Veganuary: Asda unveils plant-based butcher as campaign gets record 440,000 sign-ups The Veganuary campaign has received a record 440,000 sign-ups to its 31-day challenge - and, keen to grab a piece of the plant-based action, the UK s biggest supermarkets and food-to-go chains are debuting new products. Images (clockwise from top-left): Taco Bell UK, M&S, Subway, Wagamama Launched in the UK in 2014 by a team of environmentalists, the Veganuary campaign challenges participants to eat only vegan foods for 31 days, with a view that they will change their dietary habits in the long-term. Around 300,000 people signed up to the challenge for the 2019 and 2020 iterations. But the organisers have revealed that 2021 has already broken the record by a large margin, with more than 440,000 participants. ....