Opening Thursday 3 January, the Soho pop-up is set to boast over 70 vegan recipes, with highlights including the high street’s first vegan feta ‘cheese’.
Crussh aims to highlight how plant-based food can be simple and delicious, and hopes turning one store completely plant-based will allow the chain to see how consumers respond to a fully vegan offering, and whether this may be a sustainable business model for the future.
The vegan store forms part of the brand’s ‘Powered by Plants’ campaign, an initiative that will see eight new vegan products launch across all Crussh branches.
The stores across already cater to plant-based market, as its London and the south east outlets boast a food and drink range that is already over 45% plant-based (an increase from 22% in Jan 2017), and currently sells over 50 vegan products at all of its sites. Over 70% of the Crussh food range is vegetarian.
The Instagram-worthy vegan pop-up will bring nature inside with plants hanging from walls and ceilings throughout the store. London-based illustrator, Mark Harrison, has been commissioned to create a series of illustrations celebrating the Power of Plants, which are being used throughout all Crussh stores for the next few months.
Helen Harrison, head of marketing, Crussh, said: “We’re really excited to be turning our Soho store vegan for the month of January, it’s something we’ve talked about for a while and it felt like the right time to give it a go. One of the biggest trends we’ve seen this year is the growth in veganism and we know that moving to a more plant-based diet can have such a positive impact on both the health of individuals and the planet.
“The offering in our Soho store, and across the business, is really focused on maintaining the integrity of vegan food, keeping it pretty simple, really delicious, and staying true to our food values at Crussh.”
She added: “Creating the menu was far easier than we initially thought, as we already have a wide vegan range across the business. There are of course some new additions to the menu, such as six new smoothies, all made with a plant-based milk, as well as a new vegan cake range, including a carrot cake and courgette and lime cake. Re-designing the store has been a lot of fun and we can’t wait to hear what people think. And if people love it, there’s no reason why it couldn’t remain vegan permanently – it’s really up to our customers.”