Bluebirds & Levy UK Go Vegan with Pritch!


Cardiff City Football Club will be delivering a delicious plant-based menu at Cardiff City Stadium throughout the 2019/20 season, following collaboration between catering partners Levy UK and TV celebrity chef, powerhouse entrepreneur and ultra-athlete Matt Pritchard.

Matt’s Dirty V menu will be available from Saturday for the visit of Luton Town. A catering first for Levy UK, the menu will subsequently be rolled out across their other UK venues and will feature Seitan Kebabs, Dirty Fries and a range of special vegan burgers throughout the season.

Tan Sri Vincent Tan met with Matt earlier in the summer and said: “More and more people are becoming vegan or vegetarian. I think there’s an understanding that a vegan diet is not only beneficial to the environment, but also to our health.

“I’m really pleased that this initiative has been undertaken and look forward to sampling some of the delicious vegan menu when I’m next in Cardiff.”



A local Cardiff lad, Matt Pritchard set his sights on launching the new food offer at his boyhood club. Expect colourful, flavoursome dishes which are sure to excite and change opinions about plant-based food!

Former Dirty Sanchez daredevil Matt is now an ultra-athlete, businessman as well as a passionate vegan cook. He returned to fame as the presenter of the BBC’s first ever vegan cookery series Dirty Vegan which returns next January on BBC1 Wales before going on to iPlayer nationwide. His second Dirty Vegan cookbook will be released at the same time, which is packed with even more easy-to-cook, tasty plant-based dishes that he has become known for.  

The collaboration between Matt, Levy UK and Cardiff City FC will use sustainably sourced and top-quality British produce where possible and will be delivered by dynamic chefs to create great tasting dishes that are sure to get fans talking. The announcement also showcases Levy UK’s commitment to creating legendary experiences and underlines their new brand values for introducing more sustainable, plant-based menus, and for 25% of all menus to be plant-based, vegan or vegetarian.

Jonathan Davies, managing director at Levy UK, said: “Matt Pritchard and Dirty V is an exciting catering prospect for our business and the opportunity to deliver something new that challenges traditional formats is what Levy UK is all about. When we decided to work together it was obvious, we wanted to launch this collaboration at Cardiff City Stadium; Matt has come full circle and returns with Dirty V in August as a completely different person than when he first left. We cannot wait to serve these delicious menus and to see the change in opinion of what vegan food is.”

Matt Pritchard added: “I am so excited to be working with Levy UK: they are really turning around the standard of food served at sporting and entertainment venues and recognise that the plant-based movement is no passing trend. They are a great team and really believe in what they do.

“I’ve loved working with them so far. The partnership is going to be banging!”

For more information on Matt Pritchard’s Dirty V, click here…