Veganuary continues to attract high-profile celebrities keen on taking up the plant-based challenge where people stick to a vegan diet for the month of January. Peter Andre who is a well known flexitarian - that is someone who eats a variety of vegetarian, vegan, meat and fish - is keen to champion Veganuary.
Peter told us that he started following a flexitarian lifestyle at around the age of 40. He said: "I was so strict with my diet in my 20s but was careless with my eating in my 30s. I realised that I had to find a balance, whilst still eating the food I wanted."
The TV presenter and media personality has now teamed up with Beyond Meat, a plant-based meat substitute producer, to inspire the nation to take the first step towards a more plant-based diet this Veganuary and beyond.
As part of the cooking competition, Peter will demonstrate the ease of swapping out animal meat for plant-based meat, as he encourages Brits to get creative in their own kitchens. The competition hopes to inspire people to create plant-based meals without feeling daunted.
Peter will ask Brits to pair store cupboard essentials with a Beyond Meat product from the range including burgers, sausages, mince or meatballs, to create a dish that is plant-based. The winner and a friend will then be whisked off to London for an all expenses two- night stay including travel, £500 spending money and luxury accommodation at One Denman Place before cooking their winning recipe with Peter himself.
Peter said: "I’m thrilled to be teaming up with Beyond Meat to help the nation take their first step this Veganuary and can’t wait to share how easy it is to cook plant-based meat. Beyond Meat makes it incredibly easy to live a flexitarian lifestyle, which I follow.
"My family love a delicious spaghetti Bolognese or moussaka made with Beyond Mince and their burgers, sausages and meatballs taste incredible.”
Toni Vernelli, head of communications at Veganuary, said: “The way Beyond Meat shines is that it is often the first step to someone becoming plant-based. Often, meat-eaters take their first step to going plant-based by trying Beyond Meat products as it's so close to meat.
"They then realise it's great and start trying more plant-based meat products and vegetables. Hey presto, they are plant-based.”
Speaking about the first vegan dish he had ever cooked, Peter said: "Emily and I decided one day we were going to try a week of being vegan. Someone told us there were lots of delicious recipes so we thought we would give it a go.
"That night we were asked to go out for dinner. I was adamant I couldn’t start until the next day.
"But I had a vegan meal at Wagamama and now every time I go there, I have a vegan meal. I now cook a vegan katsu curry at home too."
Bram Meijer, marketing director EMEA at Beyond Meat, said: “We want to show Brits just how easy it is to take the first step to a more plant-based diet this Veganuary. By putting Beyond Meat at the centre of your plate, you are still able to eat what you love - like a juicy burger - without having to compromise on taste or sustainability.”
Peter is also keen to share how easy he found it to become flexitarian. He said: "Make simple swaps, such as exchanging animal meat for plant-based meat.
"When taking my first step to becoming flexitarian I found it easier to exchange beef mince for Beyond Mince in spaghetti Bolognese. It tastes delicious and meaty, so you don’t feel you are missing out.
"It’s a great way to convince the kids to try and eat plant-based too!" Peter's signature vegan dish is a vegan katsu curry, which he makes for his family "at least once a week".
For the chance to meet Peter Andre and find out more about the #FirstStepBeyond competition visit www.beyondmeat.com/veganuary or check out @BeyondMeatEU and @PeterAndre on Instagram. The competition closes on January 12, 2023.
For additional support, recipes and meals to help you on your Veganuary journey visit www.veganuary.com/BeyondMeat
