Cauldron™, the UK’s No. 1 plant based chilled brand in meat free*1 is marking the start of its multi million brand investment in 2020, with the launch of a high impact campaign for Veganuary and the reformulation of its falafel range to make the products vegan.

The £3 million investment comes after a successful end to 2019, with the brand showing growth of 18.8% YoY*2, and will be spearheaded by a campaign that encourages new consumers to try Cauldron during Veganuary.

“It’s estimated that over 350,000 consumers will make the Veganuary pledge in 2020*3, so this is the perfect opportunity for retailers to drive penetration of the Cauldron brand and in turn the meat free category,” says Andrea Harburn, Cauldron Brand Manager.

Cauldron Moroccan Falafels will be turning vegan to mark the launch of Veganuary, by replacing the honey with agave, meaning that almost all of the Cauldron chilled range is now suitable for vegans.

The Veganuary activity will kickstart a year-long ‘Love Food, Eat Better’ campaign. Backed by major broadcast, social media, PR and shopper marketing investment, the campaign aims to showcase how convenient Cauldron makes it to enjoy plant based greatness, and  inspire consumers to enjoy something different by showcasing its extensive range of online vegan recipes, which make plant based cooking easy and exciting.

“Shoppers are embracing a more positive attitude towards plant based food and we’re using our biggest ever campaign to drive more and more people into the Cauldron brand and the category as a whole. We want to show them that plant based diets are really easy, wholesome, exciting and nutritious, with the added benefit of being kinder to our planet,” adds Andrea Harburn.

Retailers looking for more information on stocking Cauldron, should contact


*1: IRI Value Sales 52 w/e 12/10/2019

*2: IRI Value Sales 4 w/e 12/10/2019

*3: Veganuary Business Support Toolkit

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