Chang Beer has announced it is teaming up with insect culinary creators Grub to launch a pop-up restaurant in East London.
The pop-up will take-over Monikers in Hoxton Square for six days, starting on 4 March. The restaurant will take ticketed sittings and open bookings, as well as welcoming walk-ins over the weekend.
The media will be given an insight into Grub's flavoursome creations, the nutritional and sustainable benefits of the food and the suitability of Chang as a drink accompaniment.
Started by two friends, Shami Radia and Neil Whippey, Grub offers UK consumers the first specially reared ingredient insects on the market. "Previously, the market valued insect products purely as a gimmicky novelty food item. We're keen to educate home cooks that Grub is a sustainable, delicious food choice," said Radia.
"We're excited to be working with Chang for our launch event and creating a unique experience in London. The partnership is a perfect fit due to the heritage of insect dishes in Thai street food and we're confident this venture will create a real buzz, help build brand awareness and, most importantly, change people's minds about eating insects," added Radia.
Geoff Tirrell, managing director of Chang Beer UK, said: "Grub is a really exciting start-up company and we're thrilled to be able to support its growth through working together. This activity allows us to speak to our key demographic with a core target audience of young and adventurous foodies. The crisp, fresh taste of Chang is the perfect accompaniment to Thai food and the experiential nature of this pop-up restaurant will allow consumers to try it first-hand for themselves."