Pure

Pure: own kitchen and healthy food for everyday work life

Pure is a British food service company that operates a network of locations, each with its own kitchen. Its activity combines direct in-store sales with a catering service for businesses, meetings, events and conferences. The company presents itself as an alternative for healthy food made daily, with direct control over recipes, ingredients and preparation methods.

Catering service for businesses and events

Under the name Food for Business, Pure offers catering solutions for work environments. The service covers everything from weekly team meetings to annual general meetings or daily feeding of staff. The company markets this line as a way to simplify meal logistics in offices and corporate events.

The catering offer is organised into packages that include cold and hot breakfasts, hot lunches, salads and grain bowls, breads, sides, desserts, snacks, hot drinks and cold drinks. Orders can be placed online and, according to the website information, same-day delivery is available for lunches if requested before 10:00, with tracking of the delivery from the kitchen to the meeting room.

Daily production in own kitchens

The company insists that the only way to maintain its standards is to have its own kitchens in each location. This structure allows it to control recipes and experiment with ingredients and methods. The website describes a typical day that begins at 05:30 with the preparation of fresh pastries for early breakfasts and continues with the production of juices and smoothies on-site, coffee ground to order, eggs prepared to order, wholemeal flatbreads baked daily and salads dressed to order.

Among the specific examples of own production are handmade sourdough croutons made with a specific recipe, own salad dressings and a chocolate and avocado mousse dessert made with six ingredients. The company notes that this approach differs from other high street operators that buy sauces and condiments from a single supplier.

Coffee, drinks and sustainability

Pure sells its own blend of 100% Arabica coffee, locally roasted and Rainforest Alliance Certified. The coffee is ground to order and served with organic milk or plant-based alternatives at no extra cost, including Oatly Barista, soya, almond and coconut. The company offers a £1 discount on hot drinks for those who bring their own reusable cup and sells reusable cups in its stores.

According to the website data, almost 20% of coffees sold are served in a reusable cup and the measure helps avoid 350,000 single-use cups a year. The company also partners with Too Good To Go to avoid food waste through surprise bags, and works with local charities such as The Felix Project, which collects fresh surplus at the end of each day.

Partnership with Wildfarmed and donations to Magic Breakfast

Pure has established a partnership with Wildfarmed to use flour and oats from regenerative farming methods in its wraps, thick-cut sandwiches, porridges and birchers. The company presents this collaboration as an improvement in flavour and a reduction in environmental impact.

Since 2023, Pure has partnered with the charity Magic Breakfast. For every office catering order, it donates the cost of two school breakfasts. As of the date of the information collected, the company states it has donated more than £63,000, equivalent to more than 225,000 school breakfasts.

Corporate structure and presence

The company operating under the Pure brand is Healthy Retail Ltd, with company number 6878814 and VAT number 970809593. Its registered office is at 100 Moorgate, London EC2M 6AB. The company has a head office and a network of locations, mainly in London, where it carries out its shop and catering activity.

The company states that more than 75% of its general managers and almost all assistant managers started as team members, and that it maintains ongoing training both in stores and at the head office.

Location and contact

100 Moorgate, London EC2M 6AB