Veganism has gained rapid popularity over the last few years. It’s come a long way since the days of limp salads, undercooked bean burgers (although I’ll always have a soft spot for these) and the only vegan option on the menu being a side portion of fries. 

We’re now seeing more independent meat-free brands popping up, supermarket shelves are being stacked with dairy-free options and most restaurants too boast at least one vegan option on their menu. But Selfridges has gone one step further, launching an all-new vegan butcher in their food hall.

The world-renowned high-end department store welcomed Rudy’s Vegan Butcher, the UK’s first permanent vegan butcher, last week. The launch brought with it a butcher’s counter and a deli menu that’s available seven days a week, showcasing mock meats, plant-based produce and cupboard essentials for non-meat eating folk. I mean, we’d never have thought we’d be able to buy a vegan steak in Selfridges, so the move to launching this is a mega step forward for veganism. 

You might know Rudy’s from their Vegan Diner in Camden which launched back in 2018 and brought with it a new way of vegan dining to the city. Last year saw the company launch the UK’s first permanent vegan butcher in Islington, so the Selfridges launch is the second of its kind but on a larger, more prominent scale.

Open seven days a week, Rudy’s Vegan Butcher is on a mission to provide unbeatable products which can be enjoyed by both vegans and non-vegans alike.

So, what kind of products can we expect? Rudy’s at Selfridges will be serving up charcuterie favourites, from meat-free Mortadella and Merguez to spiced pastrami and peppered salami. All of which is weighed and sliced at the counter, just like your classic meat butcher. Other products include baycon, black puddin’, durty burgers, soysage patties and a rack of jack ‘ribs’, perfect for those summer BBQs we’ve all got lined up.

A Veatball sub will also be making its way onto the menu, giving Subway’s Meatless Meatball Marinara a run for its money...

Alongside the butcher is a deli menu, that’ll be whipping up signature American diner dishes that their Camden diner has become renowned for. Expect Mac & Cheeze and their infamous Rudy’s Ruben’z, a sandwich stacked with plant-based pastrami, pickles, crispy onions and Russian dressing. A Veatball sub will also be making its way onto the menu, giving Subway’s Meatless Meatball Marinara a run for its money, plus a pie of the day. 

The launch of the butcher aligns with Selfridges initiative with Project Earth, the retailer’s on-going sustainability programme that aims to increase more plant-based options and committing to providing 100% organic meat across all of Selfridges Foodhalls and restaurants by 2025.

So next time you’re heading down to Selfridges to do your weekly food shop, stop by Rudy’s Vegan Butcher and give their options a go.

Rudy’s Vegan Butcher – Selfridges Foodhall, 400 Oxford Street, Marylebone, W1A 1AB

Want to receive more great articles like this every day: sign up here