Vegan January is coming after the holidays: Veganuár helps with the switch with free recipes

The need for awareness and sustainability is not just a passing trend, but is increasingly becoming a part of everyday life in Hungary. Veganuár offers a new perspective for this change of perspective, aiming to provide free help and a supportive community to anyone who would like to try a plant-based diet, for at least a month.

The movement will be launched in 2026 with the active participation of Zsófi Rimóczi. The blogger and vegan cookbook author will promote the campaign until February, on dozens of posters in Budapest, on public transport, in the online and printed press, and on social media.

Prove’s national movement, Veganuár, has undertaken to reach up to eight million people with its messages, encouraging those interested to try a plant-based diet and develop a more conscious lifestyle. The strength of the movement is clearly demonstrated by the fact that in recent years more than one hundred and sixty thousand Hungarians have joined the challenge and received the professional and community support that is essential for a successful lifestyle change.

The campaign’s message is primarily that the consciousness revolution is not about giving up, but about discovering new possibilities. Veganuár aims to build a bridge between tradition and the challenges of the future, showing how the valuable elements of our ancestors’ diet – vegetables, fruits and legumes – can become the cornerstones of a modern, healthy life.

Hundreds of recipes and free guidance

The program has been preparing participants with recipes and sample meals since the end of December for the start on January 1. Those who join will have access to more than five hundred tested, easy-to-prepare recipes, which are complemented by weekly diet plans with a renewed, residue-free approach.

The novelty of this year’s program is that in addition to physical nutrition, those interested will also be helped with advice related to mental and spiritual well-being, while the thirty thousand Facebook community provides continuous inspiration and a supportive background for change.

Representative research is being prepared

This year, for the first time, a national, representative research study will also document the social impact of the movement. The aim of the study is to provide an accurate picture of the impact of Veganuár in Hungary, analyzing, among other things, the demographic data and motivations of the participants. The results are expected to be published on January 1st.

The initiative was supported by such key economic players as the main sponsor Lidl Hungary, which not only supports the availability of a plant-based diet by continuously expanding its range, but also with its extra January discounts. The campaign was also joined by such committed brands as Fino Vegajó, Herbaház, Kotányi Magyarország or Nutridude, all of whom are at the forefront of developing and distributing plant-based foods and animal-based alternatives.

Veganuár in numbers

In recent years, the Veganuár community has proven that individual decisions, when combined, can trigger a huge global change. The decisions of those who have joined so far have resulted in 2.7 million fewer animal slaughters, 3.4 billion liters of water saved, 5.5 million kg less CO₂ emissions on the planet, and 7 million m² less land needed to produce food.

The Veganuár 2026 challenge is open to everyone, and the organizers are also looking forward to receiving applications from catering establishments and companies that would like to add their own promotions to the January program.