Oatly, Nestlé and Innocent Drinks are among those pulling products from shelves as figures show even Veganuary backfired
When the dairy-free brand Oatly launched a range of vegan ice-creams, including chocolate fudge and hazelnut swirl, in October 2019, it hoped to entice consumers with flavours described as “unashamedly indulgent”.
The range – described by fans as “silky” and “creamy” – was part of what food experts described as a “gold rush” to tap into the vegan market, including “vegfurters”, vegan mayonnaise and marbled plant-based steaks. One analysis found nearly a quarter of all food products launched in 2019 were labelled vegan.
