About

Hey, it's Roxy and Ben here.

We started SO VEGAN back in 2016, not really knowing where it would take us. At the time, vegan food was still seen by many as bland and boring - and we wanted to do something about that. We knew plant-based food could be exciting, vibrant and totally delicious, and we set out to prove it.

Since then, things have grown far beyond anything we imagined. Our recipes have reached millions of people around the world and we've released three cookbooks (SO VEGAN in 5, ONE POT VEGAN and EASY).

A huge part of this journey has been our SO VEGAN App - and the newly launched SO VEGAN website - bringing all of our favourite recipes together in one place. With a cross-platform experience, subscribers can enjoy the full benefits of the app on the website too, making it easier than ever to cook nourishing plant-based meals wherever you are. The app has even been featured multiple times as App of the Day by Apple.

Our mission

At the heart of everything we do now is a shared mission: to champion plant-powered goodness in everyday life, supporting a happier, more balanced way of living.

Plant-powered eating comes with so many uplifting benefits. It naturally brings more fibre, protein-rich ingredients like beans, lentils and tofu, and a wider variety of plants into our diets - all of which help support a sense of balance, vitality and overall wellbeing.

But for us, it's also about more than what's on the plate. Choosing more plants often goes hand in hand with paying closer attention to how we eat, how we feel, and the impact our choices have on the world around us. This kind of mindful approach encourages a deeper connection with our bodies and a greater appreciation for wholesome, nourishing ingredients. And, of course, leaning into more plant-powered choices is also a meaningful way we can all tread a little lighter on the planet.

Inside the SO VEGAN App and on our website, you'll find everything from high-protein meals and gluten-free recipes to one-pot wonders and speedy 15-minute dinners. You can save your favourites, tick off ingredients and steps as you go, and follow along with videos to guide you through each recipe.

Most importantly, SO VEGAN is powered by our community - by people like you who believe food should be nourishing, joyful and full of flavour. Thank you for being here and for helping make this adventure a special one.