Greedy Goat launches first London pop-up
The company, which creates goat’s milk ice cream, first opened in Borough Market in 2011 after founder Craig Allen noticed a ‘lack of delicious food that isn’t full of horrible stuff’.
"It has always been our mission to offer consumers a guilt free treat," said Allen.
"People tell us they love Greedy Goat because it’s delicious, but also because they can enjoy it without worrying about their waistlines.”
Goat’s milk is suitable for lactose intolerant diners as it can be digested in 20 minutes, compared to cow’s milk which takes two hours. The brand offers over 20 flavours including Rum & Grazin’; Billi Vanilli; and Raspberry and Chilli.
Expansion
Jane Holland-Payne, marketing manager at Greedy Goat, told BigHospitality that the Piccadilly Circus pop-up was the first step in the brand's plans to expand.
She said: "We’ve also just opened a new stall on Leather Lane market in Farringdon which is very exciting."
The company are using a temporary store for their pop-up after spotting a gap in the market to use vacant space in London.
Holland-Payne said: “Because markets have grown in popularity there is huge demand to get into them. We are always trying to get into new markets which is why we are so excited to now be trading on Leather Lane.
“Using dead space is a great way to promote your product. This store is only vacant for 3 months so it was a very cheap way to promote Greedy Goat without having to commit to a rental.”
Greedy Goat is open at Piccadilly Circus tube station Sunday to Tuesday between 10am – 8pm and Wednesday to Saturday 10am – 11pm until the end of August.
