Young people are shunning meat to help the environment, says Pret a Manger boss

As he gets set to open an all-veggie venue, Clive Schlee explains why social media and environmental awareness are educating young people's food choices 
Pret a Manger is launching a veggie pop-up shop tomorrow
Lizzie Edmonds @lizzieedmo16 February 2017

More people are embracing vegetarian options because of social media and environmental awareness, the boss of Pret A Manger believes.

Clive Schlee said the internet and social media had allowed the younger generation to educate themselves about the ethical, health and environmental benefits of eating less or no meat, as championed by a wave of food bloggers and health gurus such as Deliciously Ella, Madeleine Shaw and the Hemsley sisters.

Stars including Anne Hathaway and Kristen Stewart are vegetarian while Beyoncé and Jay Z periodically adopt a vegan diet.

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Pret opened its first month-long vegetarian-only pop-up in Broadwick Street, Soho, today. Mr Schlee said vegetarian and vegan options have started outselling some traditional meat options across the chain.

“There are two or three reasons for why [people are turning to vegetarianism],” he said. “People feel better after having a vegetarian breakfast or lunch as their stomachs are less full and they are less groggy. That’s my own personal reflection.

“Secondly there is a growing awareness of animal husbandry and the damages it can do to the environment. Social media has really helped raise awareness about this, particularly in young people. It is the number one thing people can do to help climate change and the environment.

“There are also the ethical reasons about animal welfare meaning people do not want to eat meat.”

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Research conducted by Mintel in 2014 suggested up to one in eight British adults — and one in five 16 to 24-year-olds — were vegetarian. Millions more are thought to be “flexitarians”, meaning their diet is plant-based but they eat meat occasionally.

Mr Schlee said: “In the past couple of years, some of the new vegetarian options at Pret have outsold what are traditionally more popular choices of salmon and chicken sandwiches and salads. People are more open to trying new things. Across the world, more people are adopting a vegetarian lifestyle. It is far more mainstream than it used to be.”

But he added that customers should not expect a permanent meat-free venue imminently. He said: “It is still far too early. The pop-up is an experiment and we must expect some drop in sales at the pop-up as we are cutting out half of our products. We are doing it to create interest and bring attention to Pret and to show that vegetarian food is not just for vegetarians.”

Veggie Pret (Meat Free) shop on Broadwick Street, Soho, London

The Little Veggie Pop-up will run at 35 Broadwick Street from today at midday until June 30.

Follow Lizzie on Twitter @LizzieEdmo

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