Fiddes Payne today announced that they have partnered with the UK’s leading vegan duo BOSH! to create a range of plant-based innovation, from burger mixes, seasoning and rubs to home baking kits, all set to launch this summer.
With more consumers interested in diversifying their diet than ever before, the plant-based industry is booming; over 35m people* wish to move away from meat, with 65% wishing to experience a plant-based future. Enter BOSH!, passionate purveyors of all things ‘veg life’. Started by Henry Firth and Ian Theasby in 2016, BOSH!’s popularity has grown exponentially within this space – their content has amassed an enormous two billion views in the last 3 years; they have 2.7 million social media followers and are the UK’s bestselling vegan authors. Their ethos? Super tasty plant-based food which is healthy, easy, vegan and planet friendly.
Changing your diet really means changing your lifestyle, which can be daunting, but this 5 year partnership with an exciting innovation agenda sets out to show just how easy it is to use plant based ingredients and integrate them into every day home cooking, whilst maintaining superior quality and taste.
Speaking of the partnership, Caroline Hughes, Marketing and Innovation Director at Fiddes Payne, commented: “We are thrilled that BOSH! have trusted us to help translate their vision at retail to really drive the category forward with innovation that consumers want. We know that shoppers and consumers are becoming more and more interested in plant-based options and BOSH!’s expertise and desire to make tasty plant-based food accessible to everyone is unparalleled.”
Henry and Ian, BOSH!, added: “We are excited to be working with Fiddes Payne to make BOSH! food even more accessible than ever before. After being inundated with requests from our fans to launch our most popular recipes as products, now feels like the right time for us to help more people enjoy the benefits of plant-based eating. Whether you’re a full-time vegan or cutting down on your meat consumption, the products in this range are designed for anybody who enjoys tasty food”
Inspired by BOSH!’ most popular recipes, including the Ultimate Falafel Mix, Crackin’ Chickpea Burger Mix, Spiced Panko Breadcrumbs and Bangin’ Brownie Mix, the range of eleven products will launch in major UK retailers from July onwards (RRP £1.99 – £3.49).