The Brook: ready meals for vegan feasters

Despite the boom in restaurant takeaways and deliveries, plant-based brand and former restaurant The Brook has skipped the door-to-door hot-meal boom and turned its focus towards the growing ready-meal market, delivering freshly-frozen vegan ready meals to heat up at home.

Whipping up a vegan feast doesn’t come without a fair amount of researching, shopping around, and prepping. But British food company The Brook is smoothing the path to healthy, plant-based eating by delivering its prepared meals right to people’s doorsteps. Since 2018, The Brook has completed two successful rounds of crowdfunding to transition from a plant-based restaurant into a vegan food brand. In September 2019, its second round of funding reached its £200,000 target within 24 hours. The brand started in 2013 as a café/music venue/studio in London serving locally sourced food with great coffee and juices. 

Over the span of six years, the café became a supper club, then a pop-up restaurant, all while migrating to an exclusively plant-based menu and building a loyal following. In 2018, the company decided to close the restaurant and move to an e-commerce platform, widening its appeal from plating up in Hackney to delivering door-to-door restaurant-standard meals. “The restaurant business is capital-intensive, and can’t grow very fast,” explains Thea Brook, the founder and CEO. “We wanted to look at alternatives – the core of our business is that we make great food and it helps change the way people eat. We asked, ‘How do we do that on a bigger scale?’, and that meant getting our food into people’s homes.” 

This is an extract from a report written for Canvas8. The full report appears behind a paywall