BOSH! Debuts Vegan 'Brilliant Brioche Buns'

Finsbury Food Group continues the partnership with the legendary vegan recipe authors Bosh! to introduce a new vegan brioche bun product.

The Brilliant Brioche Buns aim to attract new shoppers to the brand and address a growing demand for vegan-friendly products.

It's the first time the companies have teamed up to produce a savoury product. Previously, in 2020 they launched together a vegan cake range followed by a plant-based chocolate traybake for Costa coffee shops. 

The industry forecasts show that total spend on vegan diets could grow to £7.4bn by the end of 2021. Finsbury says that brioche burger buns were becoming increasingly popular with more than 60 million packs sold in the 52 weeks to 11 July 2021, representing a value increase of 39%.

“As product innovation has always sat at the heart of our partnership with Bosh!, we knew we already had the industry expertise and growth capacity to disrupt the bread category with a high-quality product that would get consumers excited – regardless of their dietary preferences,” said Ruth McGrath, marketing manager for Finsbury Food Group.

“This is the Finsbury team’s first savoury launch under the Bosh! brand and we are confident that the Brilliant Brioche Buns product not only meets the long-awaited needs of those following a plant-based diet, but that it will also attract new shoppers to the brand.”

Bosh! founders Henry Firth and Ian Theasby, said: “We’re so excited that our latest collaboration with Finsbury takes our vegan burgers to the next level… Together, we’ve created a product that showcases just how great plant-based alternatives can be.”

The Brilliant Brioche Buns are priced at £1.30 for a four-pack.