A documentary charting the success of 10-year eat-vegan campaign Veganuary premieres in London next month

November will see the world premiere of It’ll Never Catch On: The Veganuary Story, a documentary marking 10 years of the global campaign encouraging people to ’try vegan for January’.

In the short film, founders Jane Land and Matthew Glover reflect on their struggles and surprising successes; celebrities Chris Packham, Jasmine Harman, Kellie Bright and Jane Fallon reveal how taking part in Veganuary changed their lives; and food industry giants including ASDA, Burger King and BOSH! discuss how it has revolutionised the food landscape in Britain.

Forged on a kitchen table in York by a husband-and-wife team, Veganuary has made newspaper and TV headlines around the world – from front page of the Times to features in the Washington Post, New York Times, New Scientist and South China Morning Post as well as CNN, Sky News and BBC Breakfast.

Global superstars Paul McCartney, Brian May and Joaquin Phoenix, among others, have backed the campaign, which is recognised in eight countries and has attracted participants from every country in the world except North Korea, Veganuary said.

The 22-minute documentary will debut at Plant Based World Expo in London on 16 November and will be followed by a Q&A.

The online premiere will follow on 17 November in conjunction with Plant Based News and will be open to everyone.

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