Crussh vegan trial

Customers voted in favour of the extension at a rate of six to one

Crussh has extended a trial of making its Soho store entirely plant-based until at least the end of February.

The food and juice bar chain is continuing the trial beyond Veganuary due to positive feedback from customers. It asked customers to vote on whether the store should remain vegan, and the result was six to one in favour.

The continued plant-based overhaul means customers will still be able to purchase the 70 vegan products Crussh stocked as part of the initiative. These include mushroom and chestnut sourdough spelt toastie (rsp: £4.50), six smoothies made with plant-based milk, such as the protein gains smoothie and choco flax smoothie (both rsp: £4), red pepper & corn chowder (rsp £3.75), banana & coconut cacao spread bagel (rsp: £2.50), and courgette & lime cake (rsp: £3).

The Soho store was redesigned as part of the overhaul, with hanging plants from its walls and ceilings. Illustrations celebrating the power of plants have been added in all 35 branches.

Read more: Leon vegan sales jump by 21%

The extension, which comes as part of Crussh’s Powered by Plants campaign, will give it the opportunity to gather more insight regarding how sustainable a vegan food and drink business model would be for its stores.

“Customer response has been fascinating and incredibly positive,” said Crussh head of marketing Helen Harrison. “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, and we’ve reached new customers - vegans, more vegetarians and those opting for a flexitarian approach.

“We’ve 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 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 this period.”

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