Crussh launches 100% vegan store for January 2019

Crussh Fit Food & Juice Bars, is set to turn its Soho, London store 100% plant-based for the entire month of January as part of Veganuary.   

By turning one store completely plant-based, the food & juice chain is experimenting to see how consumers respond to a fully vegan Crussh, 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 of Crussh’s 35 London-based branches. Its menu is already 70% vegetarian, with 50 vegan products.

The Soho pop-up has over 70 vegan recipes, with highlights including a vegan feta ‘cheese’. 

Crussh is aiming to highlight how plant-based food can be simple and really delicious, encouraging people to think about their meat intake and consider reducing it in a way that works for them.

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.

“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 6 new smoothies, all made with a plant-based milk, as well as a new vegan cake range, including a carrot cake and courgette & 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!”

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