Fry's and Oumph! to sponsor Veganuary 2021

Plant-based food brands The Fry Family Food Co. and Oumph! have announced their official sponsorship of Veganuary 2021.

The announcement coincides with Sunday’s (1 November) World Vegan Day.

Both brands are part of the LIVEKINDLY Collective, launched in March by Blue Horizon Corporation as a collective of plant-based heritage and start-up brands. LikeMeat, the third food brand in the portfolio, will be amplifying the initiative in Germany.

"We are excited that Fry’s and Oumph!, as members of the LIVEKINDLY collective, are part of a growing movement, joining forces with our official sponsor brands of the Veganuary 2021 campaign to inspire people to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people", says Ria Rehberg, chief executive of Veganuary.

Veganuary, the UK-registered charity founded in 2013, garnered more than 400,000 month-long vegan pledges in 2020.

Tammy Fry, international marketing director at Fry’s and Veganuary ambassador of six years, will be spearheading the month-long challenge for the LIVEKINDLY Collective brands.

"As a lifelong herbivore, mother and business leader in the plant-based food space, Veganuary is an opportunity to share my years of knowledge and support people regardless of where they’re at in their plant-based food journey,” Tammy Fry said.