Crussh has turned its store in London’s Soho 100% plant-based for Veganuary.

The food and juice bar brand, which claimed its range was already 45% plant-based, said it aimed to highlight how plant-based food could be simple and delicious, encouraging people to think about their meat intake and consider reducing it in a way that worked for them.

It added that turning one store completely plant-based would allow it to see how consumers responded to a fully vegan offering, and whether this might be a sustainable business model for the future. 

The temporary Veganuary menu at its site on Broadwick Street features more than 70 vegan recipes, with highlights including a vegan feta cheese. 

The brand is also adding eight new vegan dishes across all its branches as part of its ‘Powered by Plants’ campaign.

Vegan bakery items on its menu include a vegan cheese,mushroom & chestnut sourdough spelt toastie, a red pepper & cashew nut tapenade wrap, courgette & lime cake and a chocolate brownie.

The new menu items include a butternut, harissa & vegan feta wrap, lemon tart pot, and a banana & coconut cacao spread bagel.

“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,” said Crussh marketing head Helen Harrison.

“If people love it, there’s no reason why it couldn’t remain vegan permanently – it’s really up to our customers!”