VEGAANIHAASTE IN NUMBERS
250,000
participants over the years
14 years
Vegaanihaaste has been organized since 2013
99 %
of the participants recommend Vegaanihaaste
500,000
visitors on the Vegaanihaaste website in January
Our mission
Our mission is to make plant-based living easy and inspiring – encouraging and supporting individuals in transitioning to vegan eating and making plant-based the new normal. We are committed to driving a sustainable future and creating a world where compassion and sustainability guide our choices.
WHAT IS VEGAANIHAASTE?
Vegaanihaaste (Vegan Challenge), launched in 2013, is Finland’s leading initiative encouraging people to adopt a plant-based diet for a month – and often for life. With over 250,000 registered participants to date, the campaign has proven to be highly effective in shifting eating habits.
While January is our biggest month, people can join anytime throughout the year. January 2026 set a new record with 29,000 participants in a single month.
For 31 days, participants receive engaging daily emails filled with delicious recipes, practical tips, and insights into the environmental, ethical, and health benefits of veganism. They also gain access to a vibrant online support community.
In January 2026, we partnered extensively with S Group, Finland’s largest retail chain, to bring Vegaanihaaste to a nationwide audience. We developed promotional materials that were showcased in hundreds of supermarkets across Finland, from large hypermarkets to local neighborhood stores.
The materials included in-store videos, posters, and roll-ups placed next to vegan products. Additionally, S Group initiated a price reduction campaign on plant-based products and actively promoted Vegaanihaaste on their website and through press releases.
Already in January 2024, our collaboration with S Group led to a 15% increase in vegan product sales, with plant-based protein sales up by 40% and plant-based yogurt sales rising by 30%. In 2025, plant-based food sales saw another boost, with some products experiencing increases of several dozen percent. Meanwhile, sales of processed meats – such as sausages, cold cuts, ham, and bacon – declined across all major supermarket chains in January 2025. In 2026, the sales of several plant protein products increased significantly, in some cases (Nyhtökaura) up to 70% compared to the previous year, alongside increased sales of tofu, frozen vegetables and plant-based milks during the campaign period.
Our work also gained significant media attention, including a live TV interview.
Our digital presence was equally strong: between November 2025 and January 2026, our social media content reached over 1,2 million people, with 5.6 million Instagram views, 6.5 million Facebook views, and hundreds of thousands of website visitors.
Participants consistently provide overwhelmingly positive feedback, with 99% recommending the challenge to others.
In addition, our Plant Foods for Climate Campaign support food services with ready-to-use vegan recipes and expert guidance. Over 60 recipes, developed for taste and scalability, have been tested with diverse providers to help shift attitudes and increase plant-based options in institutional catering. We also work on municipal policy and menu shifts that increase the share of plant-based proteins in public catering.
OUR TEAM
Mia Muhonen
Campaign Director, Marketing Specialist, Collaborations
+358 44 7169 820
mahla kettunen
Communication and Environmental Specialist, Social Media Manager
Testimonials
I am absolutely amazed at how well the Vegan Challenge has been organized – calmly, thoughtfully, and with so much encouragement. The webinars and informational resources are excellent, and it’s great that they can be revisited later. Thank you!
– Vegaanihaaste participant
I stopped using animal products in an instant: I had strong prejudices, thinking I would no longer be able to eat good food. But I am so surprised by the great recipes and delicious meals.
– Vegaanihaaste participant
I have never seen a campaign executed this well: professional, diverse, with lovely recipes and enticing photos, well-researched information, expert lectures, and the shopping tours shed light on how many vegan products are available. This was a perfect package.
– Vegaanihaaste participant
Thank you, this has completely changed my way of thinking! I now feel more at peace because I no longer experience such a great inner conflict between my values and my actions.
– Vegaanihaaste participant
I initially joined out of curiosity, mainly for the inspiring recipes, but the challenge ended up changing my life much more than I ever expected. I am deeply grateful for this! Vegan Challenge will remain a part of my new vegan lifestyle forever.
– Vegaanihaaste participant 2025
An absolutely amazing challenge—I’ve learned so much, and I feel lighter and more energetic. The Vegan Challengeopened up a whole new world of food for this 60-year-old grandma – thank you so much!
– Vegaanihaaste participant 2025
The tips and recipes from the Vegan Challenge have been invaluable in helping me plan and prepare my meals. I’m surprised at how easy it’s been! Living as a vegan now truly feels aligned with my values — it’s freeing and brings real satisfaction to everyday life.
– Vegaanihaaste participant 2025
Thank you so much for the daily emails! They have helped me tremendously, and also helped me transition from an omnivorous diet to a vegan one!
– Vegaanihaaste participant 2025
Extremely well-executed communication. A fantastic information package for beginners. This challenge covered most of the questions that new vegans often ask. Possibly the best-planned and executed campaign in the history of the internet! Congratulations!
– Vegaanihaaste participant 2025
I’ve started looking forward to the daily emails. I plan to save them all. Every recipe I’ve tried has been great.
– Vegaanihaaste participant 2025
It feels good knowing that, by eating plant-based, I’m not contributing to the suffering of farmed animals.
Trying new products and dishes has felt like being on a vacation. The articles about animals have definitely influenced my long-term commitment to a vegan diet.”
– Vegaanihaaste participant 2025
Thank you for the challenge! I plan to continue on this path – I haven’t felt this good in years! My husband and children have also become curious about these delicious meals. Thanks for all the help!
– Vegaanihaaste participant 2025
Our
Values
At the heart of Vegaanihaaste are responsibility and well-being, as well as respect for the environment and animals. Our goal is to make eating plant-based foods enjoyable and approachable for everyone.
Inclusivity and Empowerment
Everyone is welcome! Participation is free and happens online, ensuring equal opportunities for all to engage.
Reliability
Based on scientific research. Our team includes experts in different fields such as nutrition and the environment.
Body and Food Peace
Food is about joy and discovery!
Independence
Recommendations free from financial ties.
COntact us
Campaign Director:
mia.muhonen@vegaanihaaste.fi
+358 44 7169 820
