Pure launches online subscription service

Healthy to-go brand Pure has developed an online ordering platform and subscription service.

Following failed experiments with home delivery boxes and online grocery sales in its attempts to adapt to the coronavirus crisis, the business has announced the launch of online ordering concept “Pure+more”.

As part of the service, consumers will pay £4.99 a month for 20% off an unlimited amount of food and drink, as well as special offers, exclusive recipes and online-only promotions.

“The upheaval of [2020] has brought forward our plans, which gives us something really positive to focus on,” co-founder Spencer Craig told The Times. “We have absolutely no idea what our sales will be in 2021, so all we can do is make sure our offering is better than ever. A crisis allows a company to be bold.”

In September, the business announced its intention to enter a company voluntary arrangement (CVA), reporting sales at just 30% of pre-pandemic levels.

Since then, Pure entered into an agreement with landlords to link the majority of its rent costs to sales over a two-year period.