Now London is getting a second tiramisu shop, with Giuseppe's Tiramisu opening in Shoreditch

You know how it is. You wait ages for a shop devoted to tiramisu, and then two come along at once. Hard on the heels of Marrone in Soho comes Giuseppe's Tiramisu, which is about to open up at Boxpark Shoreditch. The man behind it, Giuseppe Federici, hasn't worked in hospitality before, but it's most definitely in his blood with his Sicilian grandparents having an Italian restaurant in Stoke on Trent and his parents running an ice cream business.

What's different about Giuseppe's offering, and one that he doesn't really bang on about, is that his tiramisu is entirely plant-based. He changed his own diet to plant-based after his father's colon cancer diagnosis some ten years ago and it was his desire not to have to give up his favourite Italian dishes that resulted in his vegan tiramisu. It's been quite the hit with well-received pop-ups at places like the Vegan Campout festival and the Silverstone Grand Prix.

"What makes my tiramisu different is that it's entirely plant-based, but you would never know," he told Hot Dinners. "The majority of my customers don't even realise that it's plant-based, and whilst I'm very passionate about promoting the plant-based lifestyle, I don't want to be known as plant-based tiramisu. I want to be known as tiramisu."

"I definitely think tiramisu is having a moment and that it's here to stay," he added. "There's a lot of talk at the moment around people indulging in small luxuries as their treat instead of saving up for more expensive things... There are also so many other popular desserts which have already been established in London, such as apple crumble, matcha cookies, etc., whereas there's not really much choice for tiramisu. I definitely think it's a big gap in the market."

On the menu at Shoreditch will be three signature flavours: pistachio, matcha, Nutella, and Biscoff. There will also be a rotating option of limited-edition specials.

There will be drinks too, and he's starting strong with a tiramisu cold brew, which is a cold brew coffee topped with their signature tiramisu cold foam.

Given how huge a deal the other Soho opening was, we predict long queues for Giuseppe's East London offering when he flings the doors open next week.