PROVEG| Plant-based recipes for Veggie Challenge

ProVeg Netherlands is a non-profit organisation working to halve global consumption of animal products by 2040. Their flagship initiative, the Veggie Challenge, helps people discover delicious plant-based meals over 30 days, making the shift toward a more plant-based diet easier and more appealing.

Five irresistible plant-based recipes for Veggie Challenge were created for the app, each designed to be simple, fun, and full of inspiration. From the super creamy “Marry Me” chicken pasta to a perfect mortadella sandwich and a hearty cabbage steak with polenta, the recipes show how easy and tasty plant-based dining can be.

The project involved concept creation, recipe testing, and food photography. Each dish was crafted with short ingredient lists and straightforward steps, keeping plant-based cooking approachable and enjoyable. Delivered in ProVeg’s brand style, these recipes continue to inspire app users to enjoy plant-based dining long after the challenge end