January 1st means it is officially Veganuary. Veganuary, the UK-based charity, asks people every year to make veganism the New Year’s Resolution they give up on. Veganuary message is simple: there is no better cause to fail at than veganism.

You can’t fail if you don’t try and most people give up on their resolution to eat a plant-based diet for January by dinnertime on New Year’s Day. One TikTok and Reel at a time, Veganuary hopes more people will fail at eating a plant-based diet. Veganuary’s communication manager told Plant-Based Fake News, “Our TikToks and Reels look so fucking good. We get like so many likes. Recipe Reels are so trendy right now.”

The estimated number of Brits that will fail at Veganuary in 2024 is unknown. However, there is no doubt that number is certainly much smaller than the number of Brits who will fail at Dry January.