Levy UK has announced a new collaboration with celebrity chef Matt Pritchard to create a plant-based menu to be rolled out nationwide following its debut in Cardiff.
The sport and entertainment caterer has secured the deal with entrepreneur and ‘ultra-athlete’ Pritchard to deliver the new menu at Cardiff City Football Club’s Stadium in August, marking a catering first for the business.
Named Dirty V, the new plant-based menu will then be rolled out across other Levy UK venues, after debuting in numerous retail concessions within the Cardiff Stadium this month.
Following workshops with Matt and Levy’s culinary team, the Dirty V menu will feature Seitan Kebabs, Dirty Fries and Bean Burgers with Southern Slaw & Avocado and will be introduced for the start of the 2019/20 Championship football season.
Former Dirty Sanchez daredevil Matt Pritchard is now an ultra-athlete, businessman as well as a passionate vegan cook.
He returned to fame as the presenter of the BBC’s first ever vegan cookery series “Dirty Vegan” which returns next January on BBC1 Wales before going on to iPlayer nationwide. His second “Dirty Vegan” cookbook will be released at the same time.
The announcement also underlines Levy UK’s new brand values for introducing more sustainable, plant-based menus, and for twenty-five per cent of all menus to be plant-based, vegan or vegetarian.
Jonathan Davies, managing director at Levy UK, said: “Matt Pritchard and Dirty V is an exciting catering prospect for our business and the opportunity to deliver something new that challenges traditional formats is what Levy UK is all about. When we decided to work together it was obvious, we wanted to launch this collaboration at the Cardiff City stadium, Matt has come full circle and returns with Dirty V in August as a completely different person than when he first left. We cannot wait to serve these delicious menus and to see the change in opinion of what vegan food is.”