The hashtag #AccidentallyVegan helps UK and FR users identify unsuspected vegan products

Especially in the UK and to a lesser extent in FR, vegan consumers are systematically on the hunt for new products, be they from dedicated vegan ranges or just regular products that happen to be free of animal products. For the latter, exist the hashtag #AccidentallyVegan where users list products that were not intentionally created to be marketed to vegan eaters (and thus, not especially advertised as vegan).

That way, some products, such as Oreos, Bisto gravy or Speculoos have gained “cult” status amongst this community of vegan users, being sometimes life-savior products due to their ready availability in shops and not just in specialized vegan shops. Removing a small ingredient and creating a new “cult” item would guarantee a solid fan base.

Conversely, this community is particularly aware of compositional changes, and if the addition of milk, for example, is perhaps not even noticed by regular consumers, it is a total deal breaker for them, and they will make sure the whole community knows it. Resentment towards brands offering a vegan version of their core range for a much more expensive price is also visible.