October 29, 2020

Plant-Based Food Brands Fry’s and Oumph! Announced as Official Sponsors of Veganuary 2021

To mark World Vegan Day on 1 November, popular plant-based food brands The Fry Family Food Co. and Oumph!, both portfolio brands under the LIVEKINDLY Collective, today announced their official sponsorship of Veganuary 2021. LikeMeat, the third food brand in the portfolio, will be amplifying the initiative in Germany.

International Marketing Director at Fry’s and Veganuary ambassador of six years, Tammy Fry, will be spearheading the month-long challenge for the LIVEKINDLY Collective brands to encourage people worldwide to try a plant-based diet for January and beyond.

“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,” said Tammy Fry.

She continued, “Fry’s has a history of leading plant-based initiatives, like Veganuary, in South Africa. This is the first year we’ve been able to step up as a global sponsor and I cannot wait to work with our sister brand Oumph!, to use our collective reach and resources to help drive record participation around the world to make plant-based eating the new normal.”

It has never been easier for people to take the Veganuary pledge and by signing up, participants will receive 31-days of recipes, shopping guides, meal plans, restaurant suggestions, social media community groups and more to take them on a taste adventure full of new flavour experiences, and a kinder way of eating.

“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, CEO of Veganuary.

The LIVEKINDLY Collective’s goal is to help Veganuary knock its 2021 sign up targets out of the park, and to introduce the pleasure of plant-based eating to many more people around the world. After all, if just 350,000 humans go plant-based for January, 41,200 tons of CO2EQ, 2.5 million litres of water, and over a million animals can be saved.*

Sign up to Veganuary here.


About Veganuary

Veganuary is a UK-registered charity, founded in 2013. Our first month-long vegan pledge saw 3,300 people take part. By 2020, that figure had risen to more than 400,000. We work internationally to promote and support the mass shift away from animal products and towards the consumption of plant-based foods. We work with companies, the media, like-minded organisations and high-profile individuals to help drive change – for the good of our planet, to improve health and to relieve the suffering of animals.

Veganuary is a non-profit organisation that encourages people worldwide to try vegan for January and beyond. During the 2020 campaign, more than 400,000 people took our pledge to try a vegan diet, while more than 600 brands, restaurants and supermarkets promoted the campaign, and launched more than 1,200 new vegan products and menus in the UK market alone.

Throughout the year, Veganuary encourages and supports people and businesses alike 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.

About Fry’s Family Food

The Fry Family Food Co. was founded in 1991 as a small family business and is one of the first vegan companies worldwide. Now operating in South Africa, EU, UK, Australia (and soon the US), the company’s products are available in over 12,000 stores across the world.

About Oumph!

OUMPH! is epic veggie eating for free-range humans. The multi-award winning plant-based brand launched in Sweden in 2015, and is now available across the Nordics, UK, Ireland and the Netherlands.

About LikeMeat

LikeMeat was founded in 2013. It is the market leader for plant-based chicken and the fastest growing brand for meat alternatives in Germany. LikeMeat gives easy access to a plant-based diet to many people in more than 10 EU countries.

About LIVEKINDLY Collective

The Livekindly Company, Inc. (d/b/a LIVEKINDLY Collective) was founded by Blue Horizon Corporation to accelerate the transformation of the global food industry into a healthier, sustainable, kinder food system, accessible to all.

Through strategic partnerships with seed growers, producers, and distributors, LIVEKINDLY Collective is the only company in the plant-based food sector to own and operate the entire value chain.

As a collective of founders, entrepreneurs and global leaders, the company is uniquely positioned to create impact with speed, at scale.

Through its brands The Fry Family Food Co., LikeMeat, and Oumph!, LIVEKINDLY Collective is making plant-based eating the new normal and providing consumers with healthy, sustainable, delicious food. Its mission-driven lifestyle and media platform LIVEKINDLY inspires its community to make positive and sustainable changes through entertaining, and informative content.

* Reference: Dr Joseph Poore, Oxford University for Veganuary https://theecologist.org/2020/jan/08/veganuary-planet