The UKs first vegan pizzeria — Purezza — will open its second UK location, and first in London, in Camden town next February.
The 100-cover, two-floor site will run an entirely vegan menu, with wholegrain sourdough pizzas, pastas, burgers, raw dishes, and gluten-free food. The plant-based restaurant, however, is committed to what they call “Inclusive Eating,” and aims “to serve a fantastic meal to all diners regardless of dietary choices or restrictions.” Regardless of dietary choices?
Purezza first opened in Brighton in November 2015, since becoming, in their words, “a household name among vegan and vegetarian foodies, with diners travelling from all over the world to eat there.” They are “renowned” for a house range of vegan cheese and meats, developed exclusively for its restaurants.
In the announcement, they talk of having “reverse engineered a number of animal-based foods including vegan meat and cheese in its lab in order to recreate them with plant-based ingredients.” Those products include “artisan cheeses,” including its famous house blend rice mozzarella as standard for pizzas. It’ll also offer “meats” such as pancetta, mince and burger patties, which have been engineered with plant proteins.
About the brand’s expansion to London, Stefania Evangelisti, co-founder of Purezza said: “London is a hub for both great food and innovation, meaning a London-based Purezza has always been an ambition of ours. We are at the tip of the iceberg when it comes to what we can create with plants, and we look forward to having London join us on the journey to see where things can develop next.”
Purezza also say that following their February opening in Camden, the brand has “aggressive expansion plans and are currently seeking investment to grow into further cities around the UK.”
The news of Purezza’s expansion to London comes a day after high street pizza chain Pizza Hut announced that they will implement a nationwide roll out of a vegan cheese option following a successful five-branch trail.