To call BOSH! a sensation is, if anything, an understatement. Since Sheffield-born friends Ian Theasby and Henry Firth founded the herbal brand, she has gained two billion social media views and three million followers.
An ITV series followed, along with a line of best-selling supermarkets and four cookbooks, sold in eight languages in 60 countries.
The pair, who founded BOSH! in 2016, while they were living together, they decided to go vegan at the same time. With training in apps, they had a knack for creating concise, fun, and most importantly, achievable recipe videos entering the arena just when plant-based eating was ready to explode.
“We’re not bringing a traditional vegan angle,” says Firth. “Our friends and families are all meat eaters, so we always have that tone.” They focus on how to avoid meat, rather than why, what they think is more appealing. “Veganism is becoming less and less something you have to adhere to, like a religion, and more something you can dip your toe in and stick your toe in, and that’s how the biggest change is going to happen. “
Each of their five cookbooks is designed to address a topic around veganism: for example, plant-based versions of classics or how to eat healthy. The latest, BOSH! On a budget, seeks to prove that plant-based meals don’t have to be the preserve of the rich.
For Firth, “the essentials of vegan food are the foods we should all be eating: fruits, vegetables, nuts, legumes, whole grains.” It’s when plant-based diners turn to the other end of the market, highly processed meat substitutes, that costs go up.
The key to vegan cooking, they say, is the layering of flavors. “The meat has this complex umami flavor,” says Firth. “You can achieve something similar by choosing your vegetables. Mushrooms or eggplants give you that umami kick. Then you start layering things like soy sauce, nutritional yeast, or a pot. There are so many tools you can use to create flavor and make delicious food.
Recipes from BOSH! on a budget by Henry Firth and Ian Theasby (HarperCollins, £ 16.99). Order your copy of The telegraphic bookstore.
This recipe is super simple but ridiculously effective. Deliciously tender mushrooms in a rich and flavorful sauce with lovely sweet spices. Serve with rice, mashed potatoes or pasta for a superb comforting and comforting meal!