Of profits and (animal) protein: Green & Tonic expands its menu

Established in Darien in 2012, plant-based food purveyors Green & Tonic (G&T) now have six locations across Fairfield and Westchester counties, including Chappaqua, Rye Brook, Greenwich’s Cos Cob, Darien, New Canaan and Westport. Three other locations, in Greenwich’s Glenville and Old Greenwich sections and Stamford, will join the roster by the end of 2024.

But while the brand was originally envisaged as a healthy, plant-based option for those seeking “balance and harmony” via food, a recent customer survey revealed that a majority of respondents were interested in having more flexible dining options, including animal-based proteins alongside those plant-based meals. To that end, G&T will expand to a plant-forward concept, a style of cooking and eating that “emphasizes and celebrates,” but is not limited to, plant-based foods. The company is adding wild-caught salmon, organic chicken and pasture-raised eggs to accommodate what it calls a “flexitarian” diet. (What a good word, “flexitarian,” dealing neatly as it does as it does with so many dietary quandaries and conundrums.)

The new offerings will begin to roll out at all G&T locations by the end of October. The company will continue to offer all of its signature plant-based items, with the menu remaining 100% gluten-free.

“After listening to the feedback from our customers, it became clear that broadening our offerings would allow us to better serve the diverse dietary preferences of our community,” said Fausto Mieres, CEO of Green & Tonic. “For over a decade, our mission has been to make healthy eating easy. That mission remains unchanged, and we will keep growing and evolving as a brand to meet the needs of our customers.”

The menu isn’t the only thing that’s expanded:  “Our recent shift towards a flexitarian menu has opened us up to a broader customer base, and we expect that to drive further growth.” But, he added, “we’re focused on scaling sustainably, ensuring that we maintain the quality and values that define the brand while exploring new growth opportunities.”

Green & Tonic has seen consistent growth as it tapped into the increasing demand for health-conscious, convenient meal options, and while Mieres said he couldn’t disclose specific figures, he told us the company was “very optimistic” about its trajectory.

It’s a trajectory driven by a sense of community: “Fairfield County, in particular, has been a great fit for us, because the community here shares our commitment to health and wellness. It’s not just about Fairfield being easier to do business in, but more about the strong alignment between our offerings and the local demand for healthy, accessible food options.”