Crussh store

The month-long pop-up will offer more than 70 vegan products

Crussh has turned its Soho store plant-based to mark Veganuary.

The month-long pop-up will offer customers more than 70 vegan products, with the company suggesting the makeover may become permanent if it proves successful.

Its menu includes black rice & avocado vegan sushi (rsp: £4.95) and vegan ‘cheese’, mushroom and chestnut sourdough spelt toastie (rsp: £4.50), and six smoothies made with plant-based milk, such as the protein gains smoothie and choco flax smoothie (both rsp: £4).

These are offered alongside additions to Crussh’s vegan cake range, which includes courgette & lime cake (rsp: £3) and chocolate fudge brownie (rsp: £2.75).

It has also redesigned the Soho store by hanging plants from the walls and ceilings of the pop-up, alongside a series of illustrations celebrating the power of plants in all branches.

This comes as part of Crussh’s Powered by Plants campaign, which will see the introduction of a range of eight new vegan SKUs across all its London locations. Some of the products available are red pepper & corn chowder (rsp £3.75), lemon tart pot (rsp: £2.75) and banana & coconut cacao spread bagel (rsp: £2.50).

Read more: Retailers flood shelves with own-label NPD for Veganuary

It is also launching the high street’s first vegan feta ‘cheese’, which is incorporated into its harissa and feta ‘cheese’ wrap (rsp: £3.99).

“We’re really excited to be turning our Soho store vegan for the month - it’s something we’ve talked about for a while and it felt like the right time to give it a go,” said Crussh head of marketing Helen Harrison. “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. This is really focused on maintaining the integrity of vegan food, keeping it pretty simple, really delicious, and staying true to our food values.”

Harrison said creating the menu for the pop-up was “far easier” than the food and juice brand initially thought it would be, given that 45% of its offer is already plant-based. This increased from 22% in January 2017.