Gluten-free organic coconut and rose granola, salty detox popcorn with spirulina, organic almond milk or organic orange juice and turmeric, this non-exhaustive card exists and can be found in the new PSG store on the Champs-Elysées.
100% vegetable in the take away of the new PSG store
The capital’s club, which likes to surprise, has set up a small 100% vegetable “take away” (sort of little café). A choice that makes “sense“for Fabien Allègre, the director of the PSG brand, who wants to make his mark in the world of sport, but also in the”lifestyle“.
To accompany it in this vegan, green adventure and also gluten-free for certain products, Paris-Saint-Germain turned to a Parisian company: Wild & the moon.
This company, since 2015, has developed a chain of Vegan restaurants in Paris and its region. Its founder, Emma Sawko was visiting the Parisian store this Tuesday.
“It really is the start of a story that will go far beyond this store”
Is it very surprising to find your brand attached to that of PSG?
“I’m going to be very frank. When I opened I never thought that PSG were going to be interested in our concept. When I opened 6 years ago, I was already worried about whether I would arrive to drink spirulina juice or turmeric, it was not won. So from there to imagine that the PSG would be interested in our food, we will say that it is good news for my company and the planet too. . And I think the message is clear for future generations. Excellence is only possible when you take care of yourself. ”
What is the idea in associating yourself with such a popular club with PSG?
“I think there are a number of people who are proclaiming it loud and clear: we must democratize this food and show that it is not elitist. It is a high-performance diet that some athletes have already adopted. To have the endorsement of PSG and its players, it opens absolutely incredible doors for us“.
Is there a longer term vision with PSG?
“It’s a very ambitious partnership. It is not just marketing. There is a sharing of values. This partnership has been established with the green light from the club’s medical unit. PSG doctors are convinced by this food which, for example, can be anti-oxidant or anti-inflammatory and with which one recovers better. _It really is the start of a story that will go far beyond this store._“
We know that players much prefer good meat and not necessarily Vegan products. Are we going to have to find an ambassador for the players from now on?
“That’s the idea: to work with players on specific recipes they need for performance and recovery. There, for the moment, we leave the waters and recipes with the PSG. The next step is to come up with recipes with the players. “
– Bruno Salomon