Childhood friends from Sheffield, Henry Firth and Ian Theasby joined forces to create BOSH!, and in the process, have become the godfathers of modern-day plant-based food. 

In June 2016, they began their mission to put more plants on plates by launching what has now become the world’s biggest vegan social media brand, reaching 26 million views a month and over 2.5 billion views to date. Their social media presence continues to grow, with their huge social following now sitting at 3.1 million.

They’re the brains behind five Sunday Times bestselling cookbooks, selling over one million books worldwide (across 64 countries and in 8 languages), including the UK’s bestselling vegan cookbook of all time. They also have two British Book Awards under their belt. Henry and Ian are the stars of ITV’s first-ever vegan cookery series, Living on the Veg, and have their own BOSH! product range which can be found in all major supermarkets.

Totally powered by plants, BOSH! create mouthwatering meat and dairy-free recipes that are shared across the globe.

About Ian Theasby, Co-Founder & Creative Director: A creative marketeer, Ian is a wordsmith as well as a committed vegan (the two things go together surprisingly well). He’s the creative drive behind our recipes and is passionate about sustainable living and, above all else, superior flavour. He believes that there’s absolutely no need to miss out on taste while enjoying the benefits a plant-based lifestyle and is happy to prove it. We think he might have invented the term “eat the rainbow” but we can’t be 100% sure.

About Henry Firth, Co-Founder & CEO: Henry is a home-taught cook who is a late but passionate convert to the joys of plant-based living. Once a voracious meat-eater and slight nay-sayer about the whole vegan thing, he is now positively evangelical (but y’know, not in an annoying way) about the joys of living life on the veg. His mission is to make a positive impact on reducing climate change by showing the world just how easy, delicious and life-changing plant-based eating can be.

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BOSH! Simple Recipes, Amazing Food, All Plants


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