Once marketed as a ‘100 percent plant-based’ dining option, Clean Kitchen has stirred up a storm among its vegan clientele by introducing meat to its menu.
Co-founded by ‘Made in Chelsea’ star Verity Bowditch and YouTuber Mikey Pearce in 2020, the eatery was celebrated for its healthier vegan fast food alternatives. But recent changes have sizzled up controversy, leading to Bowditch’s resignation in defense of her vegan values.
In an Instagram post, Pearce and Bowditch outlined the rationale behind this shift, citing challenging circumstances for the business. Pearce emphasized that transitioning towards a “whole food approach” was a “business decision” made to protect jobs and the company’s future, while Bowditch, deeply committed to animal welfare, expressed her inability to support a non-vegan direction. “We’ve had a really tough year,” Pearce said. “Battersea has had its highs and also its lows. We’ve had to work incredibly hard. I think the proposition of the brand that we have to change, going from a 100% plant-based menu to a much more whole food approach, caters to everyone.”
Raised vegetarian and later transitioning to veganism, Bowditch said, “We have decided to make the step from being fully plant-based to actually introducing other dishes that aren’t fully plant-based onto our menu, and for me personally, that just doesn’t align with my values. It’s not why I’m here at Clean Kitchen, and I really did tackle this decision, questioning if I can still support something that doesn’t align with my morals and who I am as a person. So, I’ve made the decision to actually step away from Clean Kitchen.”
Clean Kitchen’s Battersea Power Station and Camden locations are temporarily closed for a menu overhaul. This follows the unexpected closure of their Notting Hill and Soho branches earlier in February.
The inclusion of meat and other animal products has sparked a backlash from the restaurant’s loyal patrons and the wider vegan community, who feel betrayed by the shift. Social media has been abuzz with customers criticizing the restaurant’s new direction as a step backward in the fight for animal rights and environmental sustainability.
The controversy raises important questions about the balance between business growth and ethical consistency, especially in markets that are fundamentally value-driven like veganism. As Clean Kitchen navigates this tumultuous period, the vegan community is left pondering the integrity of brands and the authenticity of their green claims.
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