Harvey Smyth, the current chairman of the Azzurri Group and East Coast Concepts, is backing a new grab & go concept called Alfs Super Naturals, which will debut in London later this summer, MCA has learnt.
Smyth, the former chief executive of Gondola Group and ex-UK managing director of Pret A Manger, has co-founded the healthy eating concept with chef Angie Steele, who spent eight years working with Gordon Ramsay and own the popular Angie’s Little Food Shop in Chiswick.
The new concept will make its debut on the ground floor of No1 Poultry in the City, and it is thought the founders will look at adding further sites in the capital if the first opening proves a success.
Alfs will place “healthy and delicious food” at its core, with everything produced on site daily. The offer will feature salads, frittatas, protein boxes, soups, desserts and cold water presses. There will also be a hot food selection, including moussaka and a vegetarian thai red curry.
MCA understands that the day to day running of the new concept will be overseen by head of operations Esther Navarro, formerly of Patisserie Valerie, Paul, Carluccio’s and Pret.