In the heart of Linden — recently ranked one of the coolest neighbourhoods in the world in 2025 by Time Out — there’s a store quietly redefining how Joburgers shop, eat, and live. The So Purist isn’t just a shop; it’s the city’s last dedicated self-serve bulk store, offering an eco-friendly, budget-conscious, and community-driven approach to groceries.
More than just a place to stock your pantry, The So Purist is about intention, buying only what you need, cutting out waste, and reconnecting with your food. Rows of bulk bins hold everything from nuts and grains to spices and cleaning products, each waiting for you to scoop your own perfect amount.
Lori, who works in operations, admits she wasn’t instantly sold on the zero-waste lifestyle.
“I think the biggest hurdle is understanding and education,” she says. “I didn’t realise how wasteful I’d been until I started here. Now, I only buy what I need, and it’s made life so much easier.”
At The So Purist, empowerment is part of the experience. You scoop exactly what you need, 100 grams, 50 grams, or even less. “If I’m on a budget, I can shop according to that amount,” Lori explains. “It’s brilliant.”
What’s on offer
And while the ethos is sustainability, the experience is indulgent too. The So Purist’s house-made products are a standout, think freshly ground peanut, almond, and macadamia butters, pressed on-site with no added oils, just roasted nuts in their purest form.
Their signature bagels, baked in-house with globally inspired flavours, are another local secret worth discovering. Then there’s the drinks fridge, brimming with locally brewed kombuchas and creative blends like the Cherry Bomb and Iced Tea Double Shots, proof that healthy doesn’t have to mean boring.
During my visit, one treat stood out above the rest: the yoghurt-covered cashews. They’re dangerously moreish, the kind of snack you don’t mind splurging on. And if you need a caffeine fix between errands, So Purist also offers a range of artisan coffee options, making it the perfect stop for a refuel or a relaxed work session.
The last of its kind
While the So Pure brand is available in other retailers nationwide, the So Purist Linden branch stands alone as Joburg’s last full-scale scoop-and-weigh experience.
The space once belonged to The Refillery before the So Pure team stepped in to keep the zero-waste concept alive. “We hadn’t done retail before,” Lori recalls, “but we wanted to see what we could create, and it worked.”
Today, The So Purist fulfils online orders nationwide, caters for corporate events, and even runs a smaller refill station inside the Discovery building in Sandton.
Beyond groceries, the store serves as a shared workspace, complete with a boardroom and a calm, creative atmosphere, which is another reason it fits right into Linden’s reputation as Joburg’s most effortlessly cool suburb.
As one of the city’s only remaining scoop-and-weigh concepts, The So Purist is keeping a niche but vital tradition alive. It’s local, sustainable, and deeply connected to its community, a reminder that mindful living can be modern, beautiful, and entirely practical.
So next time you’re in Linden, skip the supermarket and visit the So Purist. You’ll leave with a lighter conscience, a well-stocked pantry, and maybe (definitely) a bag of yoghurt-covered cashews.
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