Inspiring Sustainable Food Choices
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.
Record Participation and National Recognition
While January is our biggest month, people can join anytime throughout the year. January 2026 set a new record with 29,000 registered participants in a single month. However, national polling shows that the campaign’s influence extends much further: approximately 190,000 people in Finland took part in Vegaanihaaste in January 2026, and 41% of Finns know Vegaanihaaste by name, rising to 50 % among women. Polling also found that 41% of Finns plan to increase plant-based foods and/or reduce animal products while 12 % already eat mainly plant-based.
Daily Support for Participants
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.
Nationwide Retail Collaboration
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.
Proven Impact on Plant-Based Sales
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.
Media Visibility and Digital Reach
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.
Positive Feedback and Long-Term Food System Change
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.
