Leon has launched a campaign encouraging customers to try more plant-based food beyond Veganuary and throughout the year.
Plants Aren’t Just for Veganuary is centred on urging customers to share their love of plants on social media, and comes as sales of its vegan dishes leapt 55% from January 2018 to January this year.
The campaign started with a series of giveaways on its Twitter feed for the first week of February, with the food to go chain asking its followers what they love about plant-based dishes and to post their best plant-based recipes.
Those who take part are in with a chance of winning a week’s worth of complimentary vegan lunches at its stores, as well as free copies of its most recent cookbook, Fast Vegan.
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Leon will also be introducing new vegan and vegetarian products and dishes throughout the year, focused on nourishment and comfort, as part of its push to increase its plant-based meal range. This began in January with the launch of its Love burger, a beetroot soya patty topped with burger sauce, mustard mayo, tomatoes, pickles and a slice of smoked gouda-style vegan ‘cheese’.
“Leon is built on five themes: food that tastes good and does you good, makes you feel good after you eat it, is affordable, and is kind to the planet. Plants are key to all five,” said Leon co-founder John Vincent. “We have had a 15-year love affair with vegetables and we’re excited our customers feel the same.”
Close to half (46%) of Leon’s sales from its all-day menu are vegetarian and 34% are vegan, with the proportion of vegan meals offered up from 36% to 48% since 2017.
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