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Anti-‘copycat meat’ vegan concept Kiss My Grass launches in London

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Anti-‘copycat meat’ vegan concept Kiss My Grass launches in London

Vegan restaurant Kiss My Grass has launched in Fulham – with a focus on plant-based dishes that don’t strive to mimic meat.

The 20-cover south-west London site on Lillie Road opened earlier this week, offering lunch and dinner service as well as brunches. Its fully vegan menu draws inspiration from pop culture, with dishes including a dish of crispy corn gnocchi with pan-fried mushrooms, dubbed ‘Gnocchi on heaven’s door’, and sweetcorn and potato fritters with pan-fried baby Gem lettuce, called ‘Don’t want no spuds’.

In particular the offering attempts to avoid meat substitutes, with the restaurant’s ethos stating it “doesn’t believe you have to replicate traditional meaty dishes or use protein substitutes to create delicious vegan dishes” and instead “proudly places vegetables at the centre of each dish, instead of their usual side position”.

It comes as advancements in vegetarian and vegan faux-meats, along with growing concerns regarding the ethical and environmental impact of meat consumption, have led to more large-scale operators bringing vegan elements to their offering. This year grab-and-go chain Leon launched its Love burger, with a soya beetroot-base, while Greggs launched its vegan sausage roll – leading to a sharp increase in sales. Meanwhile Burger King UK confirmed it is considering options to bring its meat-free “impossible whopper” to the UK following a successful trial of the vegan option in the US.

Leon announces rapid like for like boost in early 2019 backed up by vegan offering >>

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