Veganuary research reveals London’s most vegan boroughs

With Londoners stuck at home this January, that doesn’t need to mean missing out on a delicious vegan foodie fix this Veganuary, as Just Eat partners with MOB Kitchen to launch exclusive vegan recipes in London. Available for delivery for the first time, the MOB collaboration celebrates Just Eat’s new partnership with Taste of London .

The exclusive MOB Kitchen recipes will be available from 14th – 17th January in the Brixton area and include a selection of main and side dishes, including Tofu Katsu Burger and Charred Aubergine Tikka Masala, making it even easier to try out great vegan food from the comfort of your own home.

New research in support of the launch also sheds light on vegan views throughout the capital, with Ealing revealed as the borough with the highest number of vegans with more than a third (36%), in comparison to Barking & Dagenham who had the least (2%).

The findings also showed that people in Barking & Dagenham (88%) were the most unclear about what it means to be vegan, followed by Kingston Upon Thames (87%). One in ten (13%) people in Kingston Upon Thames also confuse the term with being vegetarian.

Liberal Lambeth (70%) was revealed as the borough most open-minded to changing to veganism, with two thirds (66%) saying they would consider it because they believed it to be healthier, and 40% saying they would do so in order to help the planet.

Overall. more than half of Londoners (57%) said they don’t know how to cook vegan food and find the concept daunting, which is likely why more than 135,000 vegan orders were placed via Just Eat in London in 2020 alone, with the iconic Greggs vegan sausage roll the most popular single vegan item available via the delivery platform.

When asked how likely they would be to cook for a vegan friend coming round for dinner, Redbridge (73%) ranked most likely to forgo cooking the dish themselves and would order a takeaway instead. And with the highest population of vegans overall, Ealing (62%) was the second borough most likely to to take advantage of local vegan eateries by having their meals delivered, followed by Newham (58%).

Andrew Kenny UK MD for Just Eat commented: “We know lots of our customers are interested in including more vegan options into their diet but don’t know where to start – working with MOB Kitchen to create a range of appealing vegan options, exclusive to Just Eat, that can be delivered straight to your door is a great way to help make life a little easier and more interesting this January. Our Taste Delivered campaign with Taste of London has lots of surprises still to come across the next six months, but we’re delighted to kick it off by supporting Veganuary.”

The launch is the first in Just Eat’s ‘Taste Delivered’ campaign, as part of its partnership with Taste of London whereby new and exclusive menus will be launched each month until June to highlight the wealth of cuisines available in London.

The new MOB Kitchen Meals will be available to all customers in the Brixton and surrounding area, where all orders can be placed online or via the Just Eat app.

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