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The pop-up, which is open until 6pm this evening (3 December), has also been designed to support charity Kids Company. All money from the sale of sprouts will go towards helping the aid organisation deliver food parcels to more than 12,000 families this Christmas.
Working with agency Mischief, Ella’s Kitchen has created a selection of organic, handmade sprout characters that are available to purchase. Each of the green vegetables has a name, personality and costume, such as Captain Sprout-a-bout, spaceman Astro Sprout and Mary Sproutmas.
Paul Lindley, founder and chief executive of Ella’s Kitchen, said: "Christmas is all about family, spreading cheer and eating yummy food. Sprouts are often left on the plate, but thousands of little ones in the UK won’t be getting a sprout, let alone a full Christmas dinner this year.
"For a small donation at our pop-up shop, families can help little ones in need across the UK have the Christmas dinner they deserve."
The activation is being complemented by a digital campaign, which lets those outside of London give a virtual sprout to a friend on the brand’s website.
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