Dirty Bones to grow plant-based offering following launch of first Dirty Vegan site

It comes after the five-strong chain launched its first permanent Dirty Vegan location within Westfield London shopping centre last month.

The Dirty Vegan concept started out life in 2018 as a series of pop ups held at the Dirty Bones Shoreditch site, with an aim to ‘challenge the long-held conceptions around a vegan diet’.

Plant-based protein producers Beyond and Moving Mountains have both partnered with Dirty Vegan to help create the menu, as has vegan soft-serve ice cream company Dappa.

Alongside the launch of Dirty Vegan Westfield and the weekly offshoot in Soho, the group says it is looking to grow its vegan offering further this year, with updates to menus in existing Dirty Bones sites and further investment into Dirty Vegan standalone restaurants.

“Dirty Bones has such a strong brand DNA and it’s exciting to apply this to a new concept with Dirty Vegan,” says co-founder and CEO Cokey Sulkin.

“We have some very exciting plans in the coming year and Dirty Vegan at White City is the first step.

“The emphasis for us is ‘balance’; we’re all learning we can’t eat meat and fish every day, our bodies and the planet need us to mix it up a bit.”

Dirty Bones started out life as a gourmet hot dog kiosk with a downstairs restaurant in Kensington in 2014, but subsequently shifted its menu to focus on other US-inspired comfort food such as burgers and mac and cheese.

It currently operates four sites in London, with a fifth located in Oxford.