The Watford-based supplier points to recent research which found that 55% of the UK population now classes itself as ‘flexitarian’ as evidence of an ‘explosion in healthy eating’ in the country.
The company, which turns 30-years-old next year, says the vegan-only charity initiative is a chance for caterers to “brush up on their vegan and vegetarian dishes”.
It also encouraged firms to “unlock the mysteries of plant based food” through its own recipe collection, as plant-based eating becomes the “norm rather than a niche”.
“Vegetarian Express is all about showcasing the power of improving our customers’ plant-based menus so that they can capitalise on the growth of the flexitarian, driving sales while at the same time having a significant impact on people’s health and the environment,” said David Jonas, Vegetarian Express founder and director.
“We have made a significant investment in the support we offer alongside our product range, and are now urging caterers to ring in the New Year with Veganuary, taking up the challenge to serve up vibrant, tasty food that will appeal to all.”
Vegetarian Express provides its dried, chilled and frozen products to a large number of contract caterers as well as hotels, colleges and independent restaurants.
The supplier recently introduced two new products to its range including Khorasan, a new grain,Tempeh, a soy-based alternative to chicken, and Gochujang, a Korean chilli paste that can add great depth to sauces