Exciting news from LoveSeitan HQ today! Get ready for some global news!

We are today announcing the launch of the first ever ‘World Seitan Day’ to celebrate the world’s most versatile vegan meat and honour George Ohsawa, the first person to ever coin the term ‘seitan’. 

As some of you may know, seitan itself dates back to ancient China, almost 1,500 years ago. Buddhist monks in the sixth century discovered the ‘wheat meat’ after washing wheat dough under running water, removing all the starch, leaving a high protein wheat gluten. Ancient folklore suggests that the Buddhist monks behind the discovery used seitan to encourage followers to adopt a meat-free diet, offering the ‘wheat meat’ as an alternative to killing and eating animals.

Despite the ancient history, the term ‘seitan’ wasn’t used until the early 1960s. The term originates from the combination of two words: sei, meaning “made of” or “proper/correct” and tan, the first character in the Japanese word tanpaku, which means “protein.” It was coined in the early 1960s by the Japanese philosopher and founder of the macrobiotic diet George Ohsawa (1893 – 1966) who brought seitan to the West in the early 1960s.

World Seitan Day will take place on October 18th every year, Ohsawa’s birthday, and will celebrate the food’s versatility and honour Ohsawa’s memory. The announcement today arrives on the anniversary of Ohsawa’s death (23rd April). 

To celebrate the day, We are launching a new global competition: 

  • Global recipe competition
    • As the countdown to WSD begins, LoveSeitan is inviting recipe submissions from across the world to compete for a top prize. 
    • Using the hashtag #WorldSeitanDay, contestants can enter by sharing a pic of their creation, along with the list of ingredients and method, on either Twitter or Instagram. 
    • An expert panel of judges will select the top 10 entries. 
    • Those 10 entries will then be put to a vote by the public (to select the top 3), hosted on LoveSeitan’s Instagram page in early October. 
    • For prizes, the top 3 winners will each get a one-to-one seitan cooking masterclass* with popular vegan TV chef Kirly-Sue (as seen on Amazon Prime) on World Seitan Day. 

Commenting on the launch of World Seitan Day, our Co-Founder, Steve Swindon, said: “This is a very special announcement for us. We have three key goals: firstly, to honour George. He was an innovator, visionary and led an inspirational life dedicated to bettering human health. Secondly, to celebrate and raise awareness of seitan as one of the best food sources available for a world that desperately needs sustainable, healthy and accessible protein sources more than ever. And finally, to inspire creativity; there are some wonderful recipes and amateur chefs out there – we’re keen to see what people can come up with!”

Building on the momentum of recent growth and the announcement of World Seitan Day, our overall goal is to make sure seitan is as healthy, tasty, accessible and sustainable as possible. Seitan has proven to be the perfect choice for vegans searching for a meat alternative in recent years, and is continuing to surge up the ranks of the most popular vegan meats in Europe. Vegans, vegetarians, flexitarians and meat-eaters alike are becoming seitan fans thanks to its meaty texture and healthy ingredients.

Hand-crafted for excellent taste and a satisfying texture, LoveSeitan’s products are made with healthy nourishment in mind:

  • Just 100g provides:
    • Protein: 28g
    • Fat: 1.2g, of which 0.2g is saturates
    • Carbs: 8.8g, of which 0.6g is sugars
    • Salt: 1.5g
    • Fibre: 2.6g (over 3g for Smokey Dokey and Seitan Pepperoni)
    • B12: 1.3 micrograms. 
      • Daily requirement according to the NHS website is 1.5 micrograms

As usual, to stay up to date with more announcements, new initiatives, blog posts, future partnerships and new product launches, please follow our journey on our social media channels:





*masterclass with Kirly-Sue will most likely have to be conducted over video call due to the ongoing Covid-19 pandemic 

Thanks to Plant Based News who’ve covered the story right here.

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