Veganuary is here, and if you’re struggling, heed the advice of TikTok-viral chef Jane Olivia Jacobs, who shares her plant-based journey and tips on what to cook.
According to YouGov, 3% of UK adults planned on going vegan for the first month of 2026, and as found by a Finder survey, 3.5 million adults in the UK are planning to follow a vegan diet in the coming year.
So, it’s not surprising that plant-based food content on Instagram and TikTok has rocketed to sky-high view counts, with vegan creators reaping the benefits, perhaps none more so than private chef Jane Olivia Jacobs, otherwise known as Earthy Jane.
Jane, who has amassed over three million followers on TikTok and been sharing her plant-based journey with her followers for a few years now, switched to veganism back when she was a teen.
“When I was around 14, I became curious about nutrition, different diets and how food impacts how we feel. I decided to try a fully vegan diet in my freshman year of high school, and honestly never looked back,” Jane shares.
Read more: What happens to your body when you go vegan?
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Going plant-based
Whether you’re looking to go vegan for the month of January or just want to experiment with going plant-based, the good news is that it’s not as difficult are you might think.
“Going plant-based made me a more creative cook. You learn how to build richness without relying on cheese, butter, animal fat or cream, which is often healthier. That skill carries over into any diet or lifestyle as well,” the chef says.
Alongside recipe-focused content, Jane chronicles her life as a private chef, often working for clients who have specific dietary requirements.
@earthyjanegochujang roasted carrots might be my new favorite thing♬ original sound – Jane Olivia👩🏼🍳✨🍝🥒🍒🍰
Tips for Veganuary and beyond
“When I went vegan initially, I think I got swept up in that high-carb, low-fat craze. Of course, it didn’t work for me. My cravings were through the roof and I wasn’t getting much protein.”
At the time, social media creators were promoting seemingly healthy, but extreme lifestyles involving a high consumption of fruits and vegetables. In reality, these diets lacked a nutritional balance and villainised certain food groups
Jane, like many others, found she was never satiated because she wasn’t eating a complete diet.
“I quickly learned about the benefits of balance and eating whole foods. More protein, fewer carbs and eating fat.”
To wean yourself off meat, Jane suggests focusing on adding more plant-based meals to your routine that you actually enjoy, instead of labelling certain foods as ‘off limits’.
“Swap one or two meals a week with plant-based ones,” she says. “Slowly move towards plant-based proteins, milk substitutes and sauces. Learning to make your favourite meals vegan will help with the longevity of this lifestyle change and foster the joy around food.”
Read more: What is the best diet for my health goal?
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What a plant-based chef eats
It might seem a little nosey, but who wouldn’t want to know what a chef really eats?
“A loaded toast or grain-bowl is my go-to,” Jane Olivia says. After a long day, she tops sourdough with smashed avocado and seasoned white beans or might opt for a rice bowl with veggies and a tahini sauce. “It takes minutes, but it still feels satisfying,” she explains
I, for one, struggle with knowing what to have for dinner at the best of times. If I added Veganuary to the mix, I’d likely live off a diet of chips and bread. If you’re anything like me, fear not: Jane Olivia says the solution is simple.
“I always tell people to think in components, not full recipes,” she says. “If you have a pot of quinoa, roasted veggies, a protein like lentils or tofu and two good sauces in the fridge, you can create endless combinations. Also, exploring different global cuisines helps a lot. Many cultures naturally centre on plant-based foods, so you’re never bored.”
Feature image: Jane Olivia
