Zoe vows to go vegan

Zoe Clifton and Jenna Robinson seemed like a match made in heaven on Channel 4’s Married at First Sight. That was until committed carnivore Zoe discovered Jenna was a vegan, and the relationship hit a bump. 

Yet they remain the only couple still together from this last season, despite the die-hard differences around the dinner table.

Now, in an unlikely twist, vegan-sceptic Zoe has vowed to go vegan for the month of January as she steps into a new role as she steps into a new role as the official Ambassador for Asda’s new vegan ranges: OMV! and Plant Based by Asda. For 31-days, Zoe will drop the dairy and swap meat-based burgers, pies, pizzas, curries, and fry-ups for the vegan alternatives from the new OMV! and Plant Based by Asda ranges, before offering up her verdict on vegan cuisine, helped along the way by partner Jenna.

The announcement comes as new a new study reveals despite plant-based diets becoming more mainstream in the last decade, over half (56%) of Brits would still never consider going vegan. Top reasons cited include respondents would miss meat and dairy too much (51%), a vegan diet is boring (21%), vegan food is bland and lacking in flavour (18%), there's a lack of tasty vegan snacks or comfort food options (11%) and concerns over the lack of choice and variation in a plant-based diet (10%).

Zoe isn't alone in her trepidation about having a vegan partner. One in ten (11%) Brits say they wouldn’t date a vegan, or if they did, they’d be reluctant (8%). A third of these (30%) are put off by the fact they wouldn’t be able to cook together or enjoy the same meals as their partner, whilst a quarter (25%) are deterred by the possibility of arguments that might occur around food.

Over one in five (21%) would pass on a vegan paramour because it would be an issue when visiting friends and family or dining out, whilst one in five (20%) would find it difficult to know what to cook.

In partnering with staunch meat-lover Zoe, Asda hopes to challenge existing preconceived ideas about a vegan diet and debunk the myth vegan food is dull and lacks flavour.

Asda's new OMV! range features delicious comfort food options, for those looking to reduce their meat intake with vegan alternatives that don’t compromise on flavour. 

The tempting OMV! range includes everything from creamy Macaroni Cheese to Hot and Spicy No-Chicken Burgers and decadent Chocolate Brownies, whilst Plant Based by Asda celebrates the flavour of plants and is designed for those looking for tasty, healthy meals, think Plant Based Bean Burgers and Plant Based Meat-Free Meatballs. All products in the Plant Based by Asda range are nutritionally approved and in line with Asda’s Live Better promise to help customers enjoy healthy, sustainable diets.

Over 80 new products are launching across Asda’s OMV! and Plant Based by Asda ranges this Veganuary, now available in-store and online. All products in both the OMV! and Plant Based by Asda ranges are Vegan Society approved.

Zoe’s progress can be followed on Instagram at @zoeclifton and @jennarobo, and on TikTok at @zoeclifton and @jennathegayvegan, where the pair will be posting regular updates.

Zoe Clifton, Veganuary ambassador for Asda, comments: “This time last year, I’d never have contemplated dating a vegan as I had more love for meat. One year on not only am I in a relationship with a vegan, but I’m also going meat and dairy free.  As my family and friends know, this is a very big challenge for me, but I’ve been assured I won’t be able to taste the difference between plant-based alternatives. Jenna will be there to support me and stop me sneaking off for a cheeky fry-up.”

Jenna Robinson, Zoe’s partner, comments: “Whilst I never thought this day would come, I’m over the moon Zoe is opening her mind to my way of life. I’m anticipating some ups and downs along the way, but I’m really looking forward to giving Zoe an insight into my lifestyle and proving her wrong about a plant-based diet being boring. Let the challenge begin!”

Jessica Cole, Senior Director of Asda Own Brand, comments: “We’re incredibly excited to announce Zoe Clifton as our ambassador for the launch of OMV! and Plant Based by Asda. Whilst we already have a loyal base of shoppers who follow vegan and flexitarian diets, we want to open this up and challenge existing stereotypes surrounding the quality of vegan food,  stereotypes that are clearly still prevalent in society as research shows.

“In working with Zoe, we hope to inspire even devoted meat-eaters to give vegan food a chance. The OMV! range is a great place to start if you’re looking to cut down on meat but don’t want to compromise on flavour, and the Plant Based by Asda range provides options that are healthy, delicious, nutritionist-approved and carry Asda’s Live Better icon. 

"We’re really very proud of our new vegan and plant based ranges, which offer a breadth of choice and quality you won’t see anywhere else. We can’t wait for customers to try them and hope they love them as much as we do.”

Throughout January, customers who spend £5 on vegan own-brand products (OMV! and Plant Based by Asda) can also earn £1 back in their cash pot in the Asda Rewards app.

www.asda.com.