This 17-year-old is the biggest vegan blogger in Germany (2023)

Vegan recipes are having a moment online. But even considering the current popularity of vegan cooking, the growth the Fitgreenmind account has shown on Instagram is incredible, as is the fact that the creation of the account is only a teenager. Maya Leinenbach, 17, from Germany, told OMR the strategies and growth levers she used to gain more than 1 million followers in a year, and how to post daily videos on Instagram and write a vegan cookbook the helped build an international community.

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“Cooking has always been one of my passions. In fact, my mom and I have always dreamed of writing our own cookbook," Maya Leinenbach told OMR. "But just publishing a cookbook won't force people to read it. That's how I started posting my recipes on Instagram."„Fitgreenmind“was born - the Instagram account and brand behind the food company from Leinenbach. To this day, every day she uploads a new recipe, created by herself and 100% vegan. "When I started the channel in 2019, I had just gone vegan and was experimenting with a wide range of recipes." Her daily recipes seem to resonate with her community. "Fitgreenmind" has more than 1.1 million subscribers and growth is pointing strongly upwards. Very far from the 70,000 followers that she had around this time last year.

A new recipe every day.

“What bothered me about so many vegan recipes was that they were so complicated. I live in a small town and didn't have access to many ingredients," says Leinenbach. "My main goal with my content is to keep my recipes as simple as possible. I also try to veganize many traditional dishes. At the same time, I am inspired by various I eat international cuisines and I often try new things. It's a lot of trial and error." So everything from lasagna to nasi goreng to chocolate chip cookies and vegan parmesan ends up on her Instagram channel. trial and error. Los short videos show the final product and then quick clips of the most important steps, all accompanied by Leinenbach's jovial commentary.

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And here you'll find the numbers that make up Leinenbach's recipe for success: easy-to-understand recipes like Instagram reels that always preview the appetizing final product. It usually only takes a few days for videos of 17-year-olds to appear.has been viewed more than 1 million times; powerful videosreach almost 6 million views. "At first I didn't know much about the format and just posted images in the feed," says Leinenbach. “When Reels went live, I wasn't actually using it. But I soon saw how fast reel-focused developers were growing. So I tried it.

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Rolls bring booming growth

Looking at other influencers, almost by accident, Leinenbach found the perfect format for her food blog. “Moving to Reels has really ruined the account. The second reel generated a million views. In two months, I went from 70,000 to 200,000 followers," he says. "Reels is a much more personal format. I go straight to my community and explain the recipes. I haven't even been featured in any previous posts.” One of the biggest incentives for influencers to use Reels is that Instagram continues to push the format and show the best videos to users who are not yet subscribed to the respective creator's account.

This 17-year-old is the biggest vegan blogger in Germany (1)

Follower growth for "Fitgreenmind" (Source: Infludata)

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The growth of "Fitgreenmind", as we now know, did not end at 200,000 followers. Social Analytics Tool"Infludata" showshow fast Leinenbach and "Fitgreenmind" have grown. From April to October 2020, the account grows from about 40,000 subscribers to 70,000. By the time the new year rolls around, there are 300,000 subscribers; 800,000 by the summer and more than 1 million by the end of September 2021. Another key factor in Leinenbach's success seems to be the large production volume. A new Reels recipe is posted every day, even though it's still at school. “I spend my Saturdays producing the videos for the week. Sundays are for post-processing. This gives me time for school and other activities during the week.”

A cookbook and other projects.

Leinenbach uses her newly acquired reach for various influencer deals and to make the dream come true.your own cookbook. “As the reach increased, so did the demand in the community for a cookbook, which was also a project close to my heart,” he says. Her book, titled Oh, is that vegan?, was published on October 7 and is available in Europe and the United States. "My community is quite international, most coming from the United States and Germany," she says. This also explains why his reels contain descriptions in German and English and why his cookbook is available in these two languages.

German food retailer Globus is one of the influential deals mentioned above.In Reels with your partner company, Leinenbach films herself shopping at a Globus market, where she gathers the ingredients for her next recipe. She has also partnered with the nutritional supplement company Rocka, whose products she also uses in her recipes.

However, he says that the first step to monetizing his reach was a very different book. Leinenbach quickly prepared two e-books with recipes and sold them on the Elopage platform for EUR 9.99 and EUR 14.99. The second step is to sell the current cookbook as an eBook. In general, a very good strategy to associate the recipes that appear in the content of Instagram Reels with cooking content.

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Graduation comes first, then the food stamp

Linenbach is currently concentrating on further developing the Fitgreenmind brand on Instagram. On the one hand because it is too effective at the moment, on the other hand because Leinenbach doesn't really have the time to devote to other platforms. "I try to upload a video to Youtube once a week, but it's much more time consuming than reels, so it's not my main focus," says Leinenbach. For Tiktok, which uses Leinenbach, it simply uses the Reels content in the same format.He has almost 118,000 followers on TikTok.and several of his clips there have generated over 1 million views. Pinterest is also interesting, she says. However, for this to work, she would have to change the format, i.e. written content instead of videos, which is currently impossible in terms of time. Due to lack of time, I decided to do it.pretty much discontinuing my recipe blogfew months ago."

Lack of time for other platforms, forms of content, and projects could soon be a thing of the past. “I still have a year and a half to complete the project, during which I would like to continue the project and expand its content after completion. My goal is to one day create an independent brand that supplies supermarkets with vegan products,” he says. There are several common options now available in the maker economy for this, such as a partnership with an existing brand of iced tea or granola bar. Ultimately, he hopes to create a fully independent company with its own production capabilities. If you continue to add followers at the current rate, there are some prospects who are supportive of this effort.


Who is the vegan German vlogger? ›

17-year-old Maya Leinenbach from Germany told OMR what strategies and growth levers she employed to add over 1M followers in a year, and how publishing daily Instagram videos and writing a vegan cookbook has helped her build an international community.

How old is vegan Maya? ›

You may know Maya as @fitgreenmind on social media because she has become one of the most followed vegan food bloggers on Instagram at only 17 years old, with over 2M+ followers across platforms.

Who is Maya Fitgreenmind? ›

In this book, Maya Leinenbach, known worldwide on social media as “fitgreenmind,” presents her take on vegan cuisine. Her cooking goes far beyond classic vegan dishes. She's especially fond of veganizing non-vegan meals and has quite a few surprises up her sleeve.

Which of the Kardashians is vegan? ›

Kim Kardashian is praising the benefits of her plant-based lifestyle. On Thursday, the 41-year-old entrepreneur shared on her sister Kourtney's Poosh lifestyle blog that a plant-based diet has been key in keeping her psoriasis at bay - and particularly her vegan, gluten-free, and dairy-free tacos.

Who is the vegan Queen? ›

The Netflix four-part documentary series takes viewers inside one of New York's strangest scandals: the downfall of "Queen of Vegan Cuisine" Sarma Melngailis, who went from a celebrated restaurateur to a fugitive when she went on the run with husband Anthony Strangis after swiping nearly $2 million from investors and ...

Who is the most famous vegan? ›

  • 1 Billie Eilish. Billie Eilish has been vegan since the age of 12. ...
  • 2 Joaquin Phoenix. Academy Award-winning actor Joaquin Phoenix has been vegan for most of his life. ...
  • 3 Rooney Mara. ...
  • 4 Kate Mara. ...
  • 5 Natalie Portman. ...
  • 7 Lewis Hamilton. ...
  • 8 Travis Barker. ...
  • 9 Nathalie Emmanuel.
Jan 19, 2023

Why is Rawvana no longer vegan? ›

The star, has now ditched her influencer name 'Rawvana' and opened up about her difficult choice to incorporate animal protein back into her diet due to health reasons.

Who is the strongest vegan? ›

The Strongest Vegans in the World
  • The mighty Ryan J Stills, strongest vegan in the world.
  • Clarence Kennedy midway through a casual 187.5kg snatch.
  • Ryan J Stills with a 315kg squat at the 2021 IPF World Classic Powerlifting Championships in Sweden.

Who was the oldest vegan? ›

One of the earliest known vegans was the Arab poet al-Maʿarri (c. 973 – c. 1057).

What nationality is Fitgreenmind? ›

On her Instagram channel Fitgreenmind, this young woman from the German state of Saarland shows just how easy vegan nutrition can be. In PLANTBASED. Live Podcast on the Food Stage of the OMR Festival in Hamburg, Germany, she answered questions from us and Fiete Gastro co-host Sebastian Merget.

Who is Maya Leinenbach? ›

Maya Leinenbach is a 17-year-old from a small town, a village in her words, in Germany. She juggles a full school schedule with all the demands of any serious business.

Which celebrity is a vegan? ›

Ariana Grande

This famous American actress and singer have been a renowned vegan and animal activist. She left her non-vegetarian diet in 2013, and since then, she did not look back.

Which billionaire is vegan? ›

Sam Bankman-Fried is a billionaire thanks to Bitcoin and his crypto trading company FTX. But the vegan altruist says he's only making money to give it away.

Which celebrities follow a vegan diet? ›

25 celebrities who are vegan
  • Lizzo. Singer-songwriter Lizzo ditched animal products from her diet back in 2020, after following a vegetarian diet for seven years. ...
  • Sadie Sink. ...
  • Pamela Anderson. ...
  • Ellie Goulding. ...
  • Madelaine Petsch. ...
  • Jenna Dewan. ...
  • Alicia Silverstone. ...
  • Demi Moore.
Jan 11, 2023

Who is the biggest influencer in Germany? ›

2022: Germany's Top 10 Influencers
  • Bibi's Beauty Place.
  • Pamela Reif.
  • Lisa and Lena.
  • Trickytine.
  • Julien BAM.
  • Julienco.
  • Laserluca.
  • Nadine Breaty.

Is Oprah a vegan? ›

In 1996 she invited former cattleman Howard Lyman onto her show. Despite the fact that she currently eats a non-vegetarian diet, Oprah Winfrey has done more than nearly anyone else in the media to publicize the benefits of veganism.

Is Beyonce A vegan? ›

But today, is she still vegan? The answer is no.

Is Rihanna vegan? ›

No, Rihanna is not vegan. She eats meat and other animal products, and she wears fur and other animal materials. She also sells clothes made from animal materials through her fashion house. And although her cosmetics brand Fenty Beauty doesn't test on animals, some of the cosmetics do contain animal ingredients.

Has Kim Kardashian gone vegan? ›

Is Kim Kardashian vegan? Kardashian is one of the most followed celebrities on the planet, and this isn't the first time she's spoken publicly about her enjoyment of plant-based food. While the socialite isn't vegan herself, she has confirmed she doesn't eat meat, describing herself as “mostly plant-based.”

Why is Kim Kardashian vegan? ›

Kim Kardashian Swears By a Plant-Based Diet to Ease Her Psoriasis Symptoms—Here's What the Science Says. "It's made me more mindful about how what I put in my body affects me—not just psoriasis, but also my mood, my stress levels, my energy, everything," the celeb says.

Did Sarma get paid for Netflix? ›

She Paid Her Employees With Netflix Money

When Sarma and Anthony went on the run, they left behind a mass of angry, jilted employees, who were left high-and-dry without payment. However once the docuseries was finalized, Netflix execs decided to pay the balance of Sarma's substantial debt.

Is Jennifer Lopez A vegan? ›

Jennifer Lopez says that going vegan has given her loads of energy. "It's basically no dairy, no meat, everything is just plant based and just from the ground. I love that I'm eating more greens.

Is Snoop Dogg A vegan? ›

Snoop Dogg isn't vegan (yet). But that said, his promotion of vegan-friendly options is pushing fans and consumers in the plant-based direction. Here are seven Snoop stunts to encourage even the most stubborn of meat eaters that plant-based fare is the way to go.

Is Leonardo DiCaprio A vegan? ›

Is Leonardo DiCaprio vegan or plant-based? DiCaprio has never publicly stated that he's vegan, but he has been active in the plant-based scene in recent years. The Academy Award-winner has invested in a number of plant-based companies.

Why do people quit vegan? ›

To sum it up, many vegetarians and vegans choose to let go of their non-meat diet for multiple reasons: health, impulse, life events, and mood shifts.

What percentage of vegans quit veganism? ›

How many vegans end up quitting? 84% of vegetarians/vegans abandon their diet. About a third (34%) of lapsed vegetarians/vegans maintained the diet for three months or less. Slightly more than half (53%) adhered to the diet for less than one year.

What race are most vegans? ›

Black Americans are almost three times as likely to be vegan and vegetarian than other Americans.

Is Tom Brady a vegan? ›

He eats 80 per cent vegan, but 20 per cent of his meals are organic meat. According to a TB12 Sports blog, Brady's diet is structured around meals that contained 80 per cent plant-based foods like vegetables and grains, and 20 per cent organic lean protein like wild-caught fish or pasture-raised chicken.

Which country eats the most vegan? ›

United Kingdom. Compared to all the countries in the world, the UK has the most vegans. Recent statistics show that the popularity of veganism is growing in the UK.

Why do vegans look older? ›

People who follow a vegan diet tend to eat more carbohydrate-rich foods such as wheat, white rice, and sugar, as it is difficult to feel satisfied with the lack of meat and other foods. As a result, blood sugar levels rise, and the skin ages more easily.

Did the vegan go to jail? ›

Strangis, who had a $350,000 bond, could not pay up and stayed in jail for the better part of a year, the documentary explains. By the time Strangis plead guilty and was sentenced, he had already done his time. But he did get five years of probation, according to the New York Post.

Do vegans look younger? ›

In general, vegans do not look any younger than people who choose to eat meat and dairy products, though many do live longer, healthier lives. Still, the effects of aging are not only determined by what we eat.

Is Maya a vegetarian? ›

Maya: I am a vegan for a couple of reasons. The first is because of love. Animals have heartbeats, veins, and eyes that speak things that words cannot.

Is by Chloe still vegan? ›

Vegan chain By CHLOE will rebrand as Beatnic following a lengthy legal battle over its name. The new Beatnic chain will maintain a fully vegan menu but the branding will transition with a new Beat Generation-inspired logo, packaging, and messaging, scheduled to be completed by September 2021.

Why is Patrik Baboumian vegan? ›

Why Did Baboumian Go Vegan? Baboumian was an ethical vegetarian from 2004 to 2011, when he went vegan for the animals. He said: “I just found myself thinking that if I would have to kill the animals I ate with my own hands I couldn't because I was too compassionate.”

Why is Nathalie Emmanuel vegan? ›

Yes, Nathalie has been vegan for eight years. After having repetitive severe migraines which she worked out caused by consuming dairy, she cut out that food group and then made the step to veganism for a week. This became a month before deciding to make the change permanently.

Is By Chloe out of business? ›

“As you've probably heard by now, the By Chloe era has come to an end—an outcome that is both sad and, if I'm being totally honest, probably for the best,” Coscarelli wrote last week on Facebook.

What happened to see by Chloe? ›

Richemont-owned brand Chloé is set to discontinue its See By Chloé line over the next three years. The move is part of the brand's efforts to strengthen Chloé's positioning as an upscale luxury label and to continue to drive the success of its main brand, according to WWD.

How much did By Chloe sell for? ›

By Chloe acquired out of bankruptcy — without the trademark

The proposed new owners include Qoot International UK, Bain Capital Double Impact Fund, Kitchen Fund, Lion Capital LLC and Simple Capital Management LLC. They agreed to purchase the chain for $333,000 and assumed debt.

How is vegan so skinny? ›

Vegans Weigh Less Than Other Groups on Average

Considering all the pros of following a vegan diet—better digestion, more fiber, less saturated fat, more nutritious yet lower-calorie foods—it makes sense why vegans would weigh less.

Why did Arnold Schwarzenegger go vegan? ›

Schwarzenegger's switch to a plant-based diet was one of the ways he's improving his heart health.

Why is impossible meat not vegan? ›

The Impossible Burger is a plant-based patty that tastes almost exactly like meat. However, is it vegan? While we can confirm that no animal-derived ingredients are used in the production of Impossible Burgers, we can't be too sure you'll consider them 100% vegan. In short, it all depends on your own standards.

Why is Brad Pitt vegan? ›

While Pitt hasn't confirmed what type of diet he follows, veganism is synonymous with several of the causes he is vocal in his support for. In particular, environmentalism. Adopting a vegan diet could help preserve the natural environment.

Is Kim Kardashian vegan? ›

Is Kim Kardashian vegan? Kardashian is one of the most followed celebrities on the planet, and this isn't the first time she's spoken publicly about her enjoyment of plant-based food. While the socialite isn't vegan herself, she has confirmed she doesn't eat meat, describing herself as “mostly plant-based.”

Which Kardashian Jenner is vegan? ›

Kourtney's younger sister, Kim Kardashian, is vegan and recruited Kourtney and their younger sister Khloé to go vegan in January.

Who is dark vegans daughter? ›

Jillian (voiced by Maryke Hendrikse) is Dark Vegan's daughter. She doesn't approve of her father's evil ways. She made friends with Johnny and has helped him save his world twice. As of the Fourth Season she is living comfortably on Earth, having successfully integrated into its culture.

Who is dark vegan? ›

Dark Vegan is the secondary archenemy of Johnny Test and Dukey and a major villain in the cartoon show Johnny Test. He is a parody of Darth Vader and Dark Helmet.


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