Okay Launches Easy Switch Pop-Up Store to Promote Accessible Plant-Based Choices 

Tuesday, November 18, 2025

From 17 November up to and including 12 December, OKay is setting up its Easy Switch pop-up store at the VUB Campus in Etterbeek. This high-tech store offers exclusively plant-based products, available 24/7. Through this concept, OKay is putting its Green Deal Protein Shift ambitions into practice — a commitment shared by VUB. Cameras and smart (refrigerated) cabinets/display units ensure a seamless shopping experience and an accurate receipt at checkout. Over the coming weeks, the pop-up store will also host plant-based tastings and cooking workshops.

Plant-based Shopping Made Easy - 24/7

With 150 fully plant-based items packed into just 18 m², Okay wants to show how surprisingly easy it is to shop and cook plant-based. As part of Colruyt Group, Okay has signed the Green Deal Protein Shift, aiming for a 60% plant-based / 40% animal-based protein ratio by 2030.

From breakfast to dinner - and snacks in between: students and other visitors will find a wide range of products, many of which are unexpectedly plant-based. The cabinets are stocked with chilled and ambient items for every meal, including spreads, ready-to-eat lunch options, snacks and drinks.

The shop also features recipe cards and ingredients for Okay’s 'Vluggertjes'- quick recipes - that can be prepared in just 10 minutes. In addition, the pop-up store will host several plant-based tastings and cooking workshops over the coming weeks.

High-tech Store with Cameras

The Easy Switch pop-up store, a realisation of Colruyt Group Technics, uses cameras and smart (refrigerated) cabinets to ensure a seamless shopping experience. Just like in a standard Okay Direct, customers enter using their bank card. ​ On entry, the customer checks in at the kiosk, where a pre-authorisation is made. From there, innovative camera technology tracks the customer’s movements, opening cabinets as they approach. Customers select their items manually. Smart sensors automatically register each product. These products are instantly processed, resulting in a precise digital receipt at checkout. Unlike the traditional Okay Direct, where each cabinet requires a QR scan, this system allows customers to shop hands-free.

Collaboration with the VUB

Kato Thibaut, cadre fonctionnel Durabilité à la Vrije Universiteit Brussel se réjouit que le magasin éphémère ait choisi le campus d'Etterbeek pour sa première implantation : « Notre restaurant universitaire mise depuis de nombreuses années sur la durabilité. Nous avons signé récemment, tout comme Colruyt Group, le Green Deal pour la transition protéique, afin d'accélérer ensemble cette transition. Le magasin éphémère d'Okay est un très beau projet auquel nous sommes ravis de nous associer. Depuis un certain temps déjà, les étudiants réclamaient des magasins ouverts en dehors des heures habituelles. Le magasin ouvert 24 heures sur 24, 7 jours sur 7, proposant exclusivement des produits végétaux, représente donc un véritable win-win pour nous. Les étudiants de la VUB sont par ailleurs réputés pour leur esprit critique : les convaincre constitue un excellent indicateur de succès pour un déploiement plus large. »

En 2026, Easy Switch traversera la Belgique afin de montrer à quel point il est simple d'adopter une alimentation davantage axée sur le végétal.

Planning

Wednesday 19/11: Blind taste challenge

Thursday 20/11: Saint V with Alpro breakfast (smoothies and breakfast bowls)

Tuesday 25/11: Bonduelle cooking workshop

Wednesday 26/11: “Brightest Student” competition with prizes from Okay. In the evening, a cooking workshop with the VUB Green Team and Alpro.

Wednesday 3/12: “Brightest Student” competition with prizes from Okay

Thursday 11/12: Boni cooking workshop (11:00–13:30)