Plant-based all-day dining restaurant Ethos is launching its first retail concession in Selfridges Foodhall today [16 September].



The permanent concession will have a wide offer of freshly made vegan and vegetarian dishes, and menu items that can be eaten at the counter or taken away.



Ethos has a self-service restaurant in Eastcastle Street, in the West End of London, selling meat-free food chosen from a buffet-style layout and priced by weight.



All products, many of which will be exclusive to Selfridges, cost £3 or £3.60 per 100g.



The Ethos format has a vision it describes as “a kinder, healthier world in which eating meat-free is the norm and where by 2040, 40% of the European population calls themselves flexitarian”.



Products exclusive to Selfridges will include tofu summer rolls with home-made sweet chilli sauce; spinach dumplings; pulled barbecue jackfruit with dehydrated pineapple & tortilla chips; aloo scotch eggs; Romaine lettuce tacos with home-made seitan sausage with aioli; and avocado with artichoke hearts, pepper, asparagus & puffed quinoa.



It will also sell a large selection of portioned desserts, priced separately, including chocolate orange cheesecake (£4), gluten-free carrot cake (£4.50) and organic choc hazelnut raw cake (£5.50).



“We continue to see high demand for vegetarian and vegan options so their meat-free dishes are sure to be extremely popular with our customers,” said Selfridges fresh buyer Adrian Boswell.



Ethos sales & marketing manager Kyle Creamer told The Grocer: “It’s our first concession. We are looking to open more.”



Ethos will be open in Selfridges Foodhall Monday to Saturday from 9.30am to 9pm, and from 11.30am to 6pm on Sunday.