Vegan-Friendly

What Vegan-Friendly does

Vegan-Friendly is a UK-based vegan certification and consumer discovery platform that operates an internationally registered trademark for products and businesses verified as 100% vegan and cruelty-free. The company provides ingredient verification and ongoing compliance monitoring, including the right to conduct random laboratory tests, and offers the trademark as a subscription-based certification service to both food and hospitality businesses (requiring a minimum 25% vegan menu) and product manufacturers across categories including food, beverages, cosmetics, personal care, pet food, cleaning products, and supplements.

The platform is built on a mobile application available on iOS and Android, a web-based searchable directory of restaurants, businesses, products, and recipes, and a social media presence spanning Facebook, LinkedIn, TikTok, and Instagram. The consumer-facing tools enable location-based discovery of certified establishments, while the B2B certification portal follows a guided sales process including form submission, intro call, and onboarding. The platform leverages a community of 200K+ social media followers and 15K+ newsletter subscribers to provide promotional support to certified partners.

Revenue is generated through monthly subscription fees for both business and product certifications, with pricing subsidised by donor support and varying by the number of products and business size. The company serves a mix of major enterprise food brands (Alpro, Hellman's, Knorr, Lindt, Magnum, Ritter Sport) and long-tail SMB restaurants and product manufacturers, with 4,175 entities listed on the platform and 61 formally certified restaurants. The company operates across Europe, North America, and EMEA under its internationally registered trademark, and has a listed partnership with the Sustainable Restaurant Association.

Name

Vegan-Friendly

Legal name

Vegan-Friendly

Website

https://vegan-friendly.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Vegan-Friendly is a UK-based vegan certification platform that provides an internationally registered trademark for products and businesses verified as 100% vegan and cruelty-free, serving food brands, restaurants, and consumer goods manufacturers across Europe, North America, and EMEA through a mobile app and web directory.

Ownership category

akta.pro rank

Product category

Vegan Certification Services

akta.pro primary industry

Vegan/Vegetarian & Animal-Derived Ingredient Verification (incl. cross-contact) (AFALAHAI)

akta.pro secondary industry

Animal Welfare Certification Services (AFALAMAE)

Keywords

• Vegan certification services
• Trademark licensing
• Restaurant certification
• Product certification
• Vegan consumer directory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Business Certification Services: Monthly subscription-based certification fees for businesses and product manufacturers. Pricing varies based on number of products offered and business size. The certification includes access to promotional tools, influencer connections, and B2B catalogue visibility.
2. Product Certification Services: Certification fees for products that are 100% vegan and cruelty-free. Includes ingredient verification and trademark usage rights.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Vegan-Friendly operates a vegan certification and consumer discovery platform built around the internationally registered Vegan Friendly trademark. The company certifies products as 100% vegan and cruelty-free (covering food, beverages, vitamins, cosmetics, soaps, candles, ready-made meals, and spices) and certifies businesses including restaurants, cafes, bakeries, hotels, and catering services that offer vegan menu options. Certified partners gain access to a consumer-facing mobile app (iOS and Android), searchable web directories, social media promotion, influencer connections, and B2B catalogue visibility to drive discovery by vegan consumers.

Product overview

Vegan-Friendly operates a comprehensive vegan certification and discovery platform consisting of a mobile app for iOS and Android, the Vegan Friendly Trademark certification services for both products and businesses, and searchable directories for restaurants, recipes, businesses, and products. The core value proposition is a trusted certification trademark that demonstrates products and businesses are 100% vegan and cruelty-free, accompanied by consumer-facing discovery tools to find vegan-friendly options.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegan Friendly Mobile App Mobile application that helps users find vegan-friendly spots and certified businesses, with location-based search, reviews, and ability to discover restaurants, recipes, and vegan products. Available for download on iOS and Android devices.
• Vegan Friendly Trademark for Products Subscription-based certification service that certifies products as 100% vegan and cruelty-free, including ingredient verification, ongoing compliance monitoring, and trademark usage rights. Designed for vegan product manufacturers and consumer goods brands.
• Vegan Friendly Trademark for Businesses Subscription-based certification service for food establishments that offer vegan-friendly selections. Includes onboarding, ongoing support, social media promotion, newsletter features, influencer connections, and access to the B2B catalogue.

Quantifiable outcome

• 55.77% of 7,000 surveyed vegans prefer official trademark certification when searching for vegan products
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• The Sustainable Restaurant AssociationminorOthersListed as a partner organisation on the platform, working towards transforming hospitality into a more sustainable industry.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Certified Vegan (vegan.org): Vegan Awareness Foundation operating the Certified Vegan label used widely on food, beverage, cosmetic, and household products in North America. Direct competitor offering product certification to similar enterprise CPG customers.
• The Vegan Society: UK-based charity and the originator of the international Vegan Trademark, certifying products and businesses as vegan. Direct head-to-head competitor to Vegan-Friendly's trademark in the same core certification niche and overlapping geographic markets.
• BeVeg International: Global vegan certification and trademark provider serving food, cosmetics, and household goods brands. Direct competitor in the product-level vegan certification market with comparable enterprise customer targets.
• European Vegetarian Society (EVS) - V-Label: European Vegetarian Society's V-Label is one of the most recognized European vegan/vegetarian certification marks for food products and restaurants. Direct peer competing for the same restaurant and product certification relationships across European markets.

Emerging players

• PETA Beauty Without Bunnies: PETA's cruelty-free certification program for personal care and cosmetic brands. Overlaps with Vegan-Friendly's cruelty-free angle, particularly in the personal care vertical (e.g., shared customer Weleda).

Regional players

• Choose Cruelty Free (Cruelty Free International): International cruelty-free certification body with the Leaping Bunny program covering cosmetics, household products, and food. Adjacent peer addressing the cruelty-free component of Vegan-Friendly's combined vegan + cruelty-free certification.

Broad incumbents

• FoodChain ID: Major food safety, non-GMO, organic, and sustainability certification provider serving global CPG brands. Broad incumbent offering overlapping certification services to similar enterprise customers, particularly those seeking combined vegan + organic positioning.
• NSF International: Global certification body offering food safety, organic, and various content claims certifications to food manufacturers and consumer goods companies. Broader incumbent that the company could partner with or be displaced by on enterprise food and personal care accounts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xlinkedin.com/company/vegan-friendly/jobs
• LinkedInlinkedin.com/company/vegan-friendly
• Instagraminstagram.com/veganfriendly
• Facebookfacebook.com/veganfriendly
• TikToktiktok.com/@veganfriendly

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vegan-Friendly