Selfridges launches vegan sushi that looks and tastes like the real thing

Ima, a family run plant-based brand has just launched its own vegan sushi range at swanky London department store, Selfridges.

So it’s just full of cucumbers then? Wrong! All the rolls currently offered in the Food Hall are stacked full of vegan duck, crab, tuna and get this, salmon.

Of course, none of it is actual meat or fish (the salmon is made from a super special Asian root veg called Konjac), but it looks and tastes just as good.

The current menu, which rotates monthly, will set you back £6.99 for a set and in addition to everything we mentioned earlier, includes a Katsu Tempeh Beetroot burrito, Tofu firecracker rice sushi and avocado (obviously) and fresh veg black rice rolls.

The best part is that the entire range preaches a staunch sustainability ethos too.

All the vegan sushi you see on the shelves is packaged in 100% biodegradable packaging because, as Ima says, 640,000 tonnes of ghost gear (abandoned fishing equipment like nets) is thrown into the oceans every year.

In percentage terms, that means those usual non-environmentally friendly plastic film tray account for roughly 46% of all the plastic waste that ends up in the deep blue sea.

The addition of Ima into the foodie hot spot joins a host of other brands a part of Selfridges ongoing sustainability campaign, Project Ocean.

Launched in 2011, the project is a long-term partnership with the Zoological society of London to help protect the planet’s oceans from the dangers of overfishing and plastic pollution.

So, looks like we’ll all be buying our lunch from here now.

Start saving, London.

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