Elmlea taps into National Curry Week with Shoreditch pop-up

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UK dairy alternative Elmlea has launched a campaign to get more Brits using its products in curries, with a one-day pop-up store in London’s trendy Shoreditch.

The company has teamed up with best-selling author of One Pound Meals, Miguel Barclay, for the campaign, which takes place on 9 October as part of National Curry Week, which itself runs from 7 to 13 October.

“Opening its doors for one-day-only on Wednesday 9 October in the heart of Shoreditch, London, the 

Meals for £1

#QuidCurryClub will be celebrating Britain’s love of curry by serving hundreds of classic dishes for just a pound”, the company said.

Bargain meals: Author Barclay finds meals for £1

“Each dish uses a variety of leftovers and ingredients found in kitchen cupboards across the country.” 

Elmlea said that research revealed a staggering 74% of Brits are “left baffled” when it comes to knowing what to do with leftovers and ingredients approaching their use by date”, with is why it’s partnered with Barclay to show Brits how to cook up something seriously tasty for under a pound. 

The #QuidCurryClub will see Barclay serving his £1 version of the nation’s favourite curry – the quickest and creamiest Chicken Tikka Masala in town – whilst providing his top curry cooking tips and wallet-friendly food wisdom to passers-by. 

“I’m delighted to be partnering with Elmlea to help tackle food waste”, Barclay said. 

“Combining ingredients that are fresher for longer, like Elmlea, with leftovers, is a great way to cook up a range of delicious dishes throughout the week and reduce waste at the same time. Creamy Elmlea is the perfect partner for a spicy curry.” 

Tackling food waste

Elmlea said that, with over three quarters of UK households regularly throwing out over 40% of their food shop, the new recipes and saving tips promise to provide a sustainable solution to using up leftovers and saving money on the weekly shop. 

The low-waste menu concept combines a dash of deliciously creamy Elmlea with everyday ingredients and some of the nation’s most wasted foods, such as tomatoes, potatoes, carrots, peppers, onion, chicken and broccoli. 

Londoners are invited to turn up at Iron Bloom Event Space, 46 Great Eastern Street, Shoreditch, London, EC2A 3EP, between midday and 3pm for their £1 lunch, the company said. Each serving will include one portion of curry, poppadums and dips, as well as a non-alcoholic drink. 

Leslie Davy, Head of Marketing at margarine and spreads maker Upfield supports the partnership, saying: “With Miguel, we’ve created something special: a deliciously tasty and budget-friendly menu that can be enjoyed at our pop up or at home using leftovers found in your fridge. 

“Now curry lovers can ‘do more than pour’ by adding a dash of fresher-for-longer Elmlea to a variety of classics and making more of the curry night occasion.” 

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