Vegetarian Express Appoints krow Group Following Expansion into Direct-to-Consumer Sales

Vegetarian Express, the UK’s premier specialist vegetarian and vegan food supplier to chefs, has appointed krow Group as lead digital agency as it expands with a direct-to-consumer offer for the first time in its 30+ years of operation.

The account will see krow developing a creative digital strategy with sister agency Ethology focusing on customer experience, together developing a programme which has customers at its heart. krow Group was appointed following the arrival of Lucy Revill Darton as head of digital at Vegetarian Express. Lucy was previously at Pret A Manger.

Vegetarian Express was founded in Watford in 1987 and specialises in delivering plant-based ingredients, ideas and inspiration to chefs across the UK for eating out of home. They supply over 4000 chefs nationwide and support their customers in getting brilliant plant-based food on menus; which are enticing, better for consumers health, the planet and commercially for businesses. Pre Covid the business had been experiencing exponential growth, and gained B-Corp certification in 2019.

In 2020 it launched its consumer-facing online ‘shop’ www.vegex.co.uk, where foodies at home can choose from a huge range of plant-based ingredients and meat alternatives, as well as fresh fruit and vegetables and a selection of ingredient boxes including the vegan cooked breakfast kit and the Japanese and Korean box.

John Quarrey, krow Group CEO, said: “Vegetarian Express is an exciting and innovative brand, not only with the recent introduction of their consumer offering but also in the way they inspire and excite their customers with their products. It’s great to be working with Lucy again – our partnership will focus on delivering effective experiences which meet genuine needs of their customers as well as exceeding their expectations.”

Lucy Revill-Darton, head of digital at Vegetarian Express says: “We are at the start of incredible journey to bring the highest quality plant-based ingredients to all UK foodies at home. I’m thrilled to have Krow and Ethology as part of our extended team supporting us with our digital roadmap and vision.”