How the rise of Veganuary is helping to prop up our supermarkets

Sales of plant-based products are surging among health-conscious consumers – even those who don’t necessarily identify as vegan or vegetarian, writes James Moore

Vegan food ranges are proving a winner with consumers, according to the latest Kantar data (Getty)

There’s nothing that triggers the right’s antediluvian tendency like a vegan. When Burger King launched its “Impossible Whopper”, someone even found a vet to say the plant-based burgers could make men grow breasts because of the oestrogen to be found in the soya. It sparked quite the media fuss.

Goodness only knows what might happen if someone gave one to a gorilla. Perhaps someone might like to find a doctor to opine on the subject?

The spluttering incontinence veganism induces in certain elderly editors and commentators hasn’t stopped the supermarkets from jumping on the bandwagon, and you can see why in the latest sales data released by researcher Kantar.