The current menu, which will alter monthly, features a Katsu Tempeh Beetroot burrito, fresh veg black rice rolls, and Tofu firecracker rice sushi and avocado – priced at £6.99.
‘Friends of the ocean’
Available in the vegan fridge section at Selfridges, the sushi is also served in plastic-free, biodegradable packaging.
“We’re friends of the ocean. It makes sense for us at Ima, because sushi comes from the ocean, but plastic sushi containers and soy sauce tubs are polluting the ocean,” Ima’s website reads.
‘Reinventing and redefining’
“We want to change this. That’s why we use sugar cane trays which are 100 percent biodegradable.
“Ima means now, in Japanese of course! It was our idea to create vegan sushi that is in keeping with our climate now. Back when sushi was invented, nobody was talking about big words like sustainability, but we are now because it’s important to all of us. So what we are doing at Ima is reinventing and redefining sushi for the present, the now.”
Ima’s sushi, which launched in London supermarket chain Planet Organic earlier this year, is also available at selected Sourced Market stores, EAT 17, and Oliver’s Wholefood Store in Kew Gardens.