Kicking Off Veganuary the HERBIMORE Way

Kicking Off Veganuary the Plant-Based Way

Sandwich King x Herbimore

This year, we jumped into Veganuary with both feet—and a whole lot of flavour—thanks to an exciting collaboration with plant-based brand Herbimore.

Veganuary is all about trying something new, embracing plant-based eating, and discovering just how delicious vegan food can be. And who better to guide us on that journey than John “Vegan” Varey, founder of Herbimore and passionate plant-based pioneer?

Meet the Mind Behind Herbimore

Over the last couple of years, John Varey has poured his heart (and impeccable taste buds) into developing Herbimore—creating bold, exciting flavours that prove plant-based food is anything but boring. Now, he’s proudly stepping into a mentoring role with Sandwich King, helping to inspire, educate, and elevate our approach to vegan and plant-based foods.

John’s philosophy is simple: great food brings people together. And when it’s plant-based? Even better.

Veganuary on Campus

To kick off the year in style, Herbimore hit the road with a series of tasty pop-ups across the university sector, bringing plant-based inspiration straight to students.

The first stops?📍 University of Liverpool📍 University of Nottingham

These pop-ups weren’t just about serving food—they were about sparking curiosity, starting conversations, and showing students just how creative and satisfying plant-based cooking can be.

Cooking, Inspiring, Demonstrating

Alongside John was Dawn Deakon, Head of Sales for Sandwich King, and together they made a dream team. Through live demonstrations, tastings, and plenty of foodie chat, they showcased the art of cooking plant-based, sharing tips, ideas, and inspiration with everyone who stopped by.

From bold flavours to clever ingredients, students got a hands-on look at how plant-based food can be exciting, accessible, and seriously tasty—whether you’re vegan, flexitarian, or just curious.