Colruyt debuts 24/7 plant-based pop-up on Brussels campus to drive protein transition
Belgian supermarket chain Okay has opened a plant-based pop-up store on the Vrije Universiteit Brussel (VUB) campus, offering students and staff 24/7 access to 150 exclusively plant-based products until December 12th.
The autonomous Easy Switch shop uses advanced camera technology and smart refrigerated shelving to create a frictionless shopping experience where customers scan their bank card to enter, select items from automatically opening compartments, and receive an itemized receipt upon exiting. The initiative supports Okay's commitment to Belgium's Green Deal Protein Shift, which aims for a 60-40 ratio of plant-based to animal proteins by 2030. Okay's parent company, the Colruyt Group, is a major partner of the program.
The 18-square-meter store stocks everything from breakfast items to ready-made lunch solutions, snacks and beverages, alongside recipe cards for Okay's "Vluggertjes" meals, which can be prepared in 10 minutes. Over the coming weeks, the pop-up will host plant-based tastings and cooking workshops, including sessions with brands like Alpro and Bonduelle. The collaboration with VUB, which has also signed the Green Deal Protein Shift, addresses student demand for shops open beyond regular hours while advancing the university's sustainability goals. The concept will tour other Belgian locations in 2026.
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Okay's pop-up demonstrates how retailers can lower barriers to dietary shifts by combining convenience with education. Rather than simply stocking plant-based alternatives alongside conventional products, the brand is creating a dedicated environment that reframes plant-based eating as accessible and practical — not niche or complicated. The 24/7 format addresses a pragmatic student need while cooking demonstrations and recipe guidance familiarize them with plant-based proteins. It's an approach that recognizes changing habits requires more than product availability; it demands new contexts that make the desired behavior feel obvious and effortless.
