Alpro is reimagining the breakfast experience with the launch of an ‘Early Birds Diner’ art installation.

The plant-based food and drink brand is promoting its products with an artistic event inspired by Edward Hopper’s Nighthawks’ famous night time diner scene.

A reimagining of Edward Hopper’s Nighthawks with immersive breakfast dining experience in London

The look and feel of the artwork has been transformed into an interactive installation in East London, with guests invited to step into Hopper’s famous painting to join the brand for breakfast.

Working in collaboration with chef and content creator Joseph Denison Carey, the Danone-owned brand has crafted a menu that celebrates breakfast culture.

The installation will be open to the public between the 28 and 29 March. Each of the dishes on the menu will feature a variety of products, such as vanilla pancakes, which include Alpro Vanilla.

“Breakfast is an opportunity to start the day with something delicious – but it’s often the most overlooked meal,” said Danone Alpro head of marketing Zoe Gardner.

“The Early Birds Diner will aim to elevate the breakfast experience with this new immersive event. By being transported to Edward Hopper’s Nighthawks, we can experience the delicious Alpro range like never before and appreciate our breakfast in an incredibly unique setting.”

Earlier this month, the food and drink brand launched a multi-million-pound investment in the UK, announcing its decision to switch to 100% British oats for its British Oat Drink range.

Working with oat mill Navara, located in Kettering, it will source oats locally, primarily from farmers within 80 miles of the mill.