Vegan

If you really care about animals, the best way you can help is to stop eating them!

Creating a vegan world is the best long-term solution to animal cruelty.

Only by rejecting animal exploitation in all its forms – farming, slaughter, vivisection, entertainment, etc – can we hope to end it. It is demand for these things that fuels the cruel industries behind them, so by ceasing to pay for the products of animal suffering, we can move closer to ending cruelty to animals.

We encourage individuals to adopt veganism by exposing the various ways that animals are abused and by showing people the many benefits of veganism. We also provide people with the tools and information they need to cease using the products of animal suffering and adopt cruelty-free living.

Through our campaign work we seek to normalise veganism and make going vegan easier and more appealing for the general public. It is our aim to improve access to vegan products and services, to make it easier to distinguish cruelty-free goods from animal-based ones and to support vegan initiatives around the UK. Ultimately, of course, we want to see an end to all animal exploitation.

Whether you are curious about veganism, a new vegan, or a long-term advocate of cruelty-free living, please help us to create a world free from animal suffering.

The Summer Vegan Pledge

Try veganism this June and get all of the help and advice that you need!

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Their Christmas Wish


Their Christmas Wish refers to the lucky turkeys who get to live out theirs lives free from harm and suffering and aims to ensure as many people as possible have a cruelty-free Christmas dinner.

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Making veganism more accessible

As well as giving individuals the tools they need to switch to a plant-based diet, we also actively campaign for companies, restaurants and other eateries to increase their vegan options.

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Mark It Vegan

Mark It Vegan campaign logoOur #MarkItVegan campaign has resulted in every major UK supermarket committing to clearly and consistently labelling their own-brand vegan products.

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Processed red meat: no safe limit

No Safe Limit campaign logo It has long been known that processed red meat products – such as bacon, sausages, ham and pepperoni – are bad for human health. Their high saturated fat and salt content have been linked to cardiovascular disease, obesity and stroke. But there is now considerable scientific evidence that such products also increase the risk of developing bowel cancer, the second biggest cause of cancer-related deaths in the UK after lung cancer.

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