‘Meat-loving’ MAFS star Zoe Clifton accepts Asda’s Veganuary 2023 challenge

Author: Liam Gilliver

Read Time:   |  7th January 2023

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Married At First Sight’s Zoe Clifton is ditching animal products for the month of January, despite being a ‘diehard meat lover’


Married At First Sight star Zoe Clifton has been challenged by supermarket giant Asda to join the growing number of vegan celebrities by taking on Veganuary this year.

Despite being described as a ‘diehard meat-lover’ on the show, Clifton is ditching animal products for the whole month of January to debunk myths surrounding plant-based food.

It comes after new data reveals more than half of Brits still say they’d never go vegan due to concerns about the lack of tasty vegan snacks and comfort food options – with one in five saying they think of vegan food as ‘boring’.

Zoe Clifton takes the Veganuary pledge

During her appearance on MAFS, Clifton discovered her partner Jenna was vegan – causing a bump in their relationship.

However, the two are the only couple from the show to remain together, and Clifton is now ready to take on the Veganuary pledge.

‘A very big challenge’

In a statement sent to Vegan Food & Living, the star said: “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, but I’ve been assured that 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.”

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.

Jessica Cole Of Asda Own Brand added: “We’re incredibly excited to announce Zoe Clifton as our ambassador for the launch of the new OMV! range 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.”

You can follow Clifton’s Veganuary journey on Instagram here.

Making your own Veganuary pledge? Check out our round-up of the best easy Veganuary recipes to cook for dinner this evening and beyond

Written by

Liam Gilliver

Liam is a journalist working for the Mirror, Daily Express, Daily Star and OK! Magazine. He's also the author of We're Worried About Him and has been published in the likes of The Independent, Huffington Post, and Attitude Magazine.

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