Crussh to extend 100% vegan trial at Soho store and introduce plant-based breakfast lines

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Following an overwhelmingly positive response from customers and critics alike, Crussh will extend the 100% vegan offering at its Soho store on Broadwick Street, until at least the end of February 2019.  The move will allow Crussh to gain further insight into how a fully plant-based operation may become a more sustainable business model for the future.

The healthy food and juice chain has introduced two new vegan breakfast lines which will initially be exclusively available at its Soho store on Broadwick Street:  Scrambled Tofu & Spinach pot (£3.25) and a Mexican Spiced Bean pot (£3.25), both served with a choice of toppings.

To celebrate, Crussh gave away 50 FREE hot scrambled tofu breakfast pots to the first 50 customers at its Soho store on Broadwick Street on Friday 1s February.

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Crussh Fit Food & Juice Bars, with 35 stores across London, announced in January that it would turn its Soho store on Broadwick Street 100% plant-based for the entire month of January as part of Veganuary, boasting over 70 vegan recipes.    

Top selling products at the Broadwick Street Crussh include the Butternut, Harissa & Vegan ‘Feta’ wrap (£3.99) – Crussh is the first on the high street to introduce vegan feta ‘cheese’ – Thai Red Veg curry (£5.95) and the new vegan cake range – particularly the Chocolate Fudge Brownie and Carrot Cake.

Helen Harrison, head of marketing, Crussh, comments: “We are thrilled to announce that our Soho store on Broadwick Street will remain 100% vegan, until at least the end of February.

“Customer response has been fascinating and incredibly positive. Our regulars have been really supportive of the idea, welcoming the fact that we’re making it so easy for them to choose a plant-based option. Plus, we’ve also been able to reach new customers; vegans, more vegetarians and those opting for a flexitarian approach. 

‘We’ve also had some great feedback from those with dairy allergies who can now come to the store and choose whatever they like, without having to be mindful of allergens.

“We’ve been asking customers to vote and it’s currently about 6 to 1 in favour of keeping it vegan; however, we think it’s important to see how the store trades once Veganuary passes to understand whether the offer is strong enough to sustain the store outside of this period.”

Already a destination for vegans, Crussh stores across London and the South East boast a food & drink range that is already over 45% plant-based (an increase from 22% in Jan 2017), currently selling over 50 vegan products at all of its sites.  Over 70% of the Crussh food range is vegetarian.