BOSH! is a duo of British

vegan Veganism is the practice of abstaining from the use of animal product—particularly in diet—and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan. Di ...

chefs from

Sheffield Sheffield is a city status in the United Kingdom, city in South Yorkshire, England, whose name derives from the River Sheaf which runs through it. The city serves as the administrative centre of the City of Sheffield. It is Historic counties o ...

consisting of Henry Firth and Ian Theasby. They rose to fame in 2016 with the launch of their

YouTube YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by ...

channel, and have gone on to host the

ITV1 ITV1 (formerly known as ITV) is a British free-to-air public broadcast television channel owned and operated by the British media company ITV plc. It provides the Channel 3 public broadcast service across all of the United Kingdom except for t ...

television programme ''

Living on the Veg ''Living on the Veg'' is a British vegan cookery programme that first aired in 2020 on ITV. It is hosted by the cookery writers and bloggers Henry Firth and Ian Theasby, a duo known as BOSH!. Each episode features a series of recipes cooked by ...

'' and author a number of books. Their eponymous vegan cookbook ranked fifth in the ''Sunday Times'' Bestsellers chart in 2018, and is among the top 50 best-selling UK cookbooks of all time.

Early life

Firth was born in Hackney, a district of

East London East or Orient is one of the four cardinal directions or points of the compass. It is the opposite direction from west and is the direction from which the Sun rises on the Earth. Etymology As in other languages, the word is formed from the f ...

, in April 1984. Son of a teacher and professor, he worked in the tech industry for 12 years after leaving Sixth Form, for various companies including Blacks, Arcadia Group and Drum&BassArena. Theasby's originates from

. Born in the Yorkshire city in August 1984, he is the son of a nurse and a teacher. He worked in the fashion industry after leaving school, choosing not to attend university. Firth and Theasby's relationship began at the age of 11 when the pair attended

High Storrs School High Storrs School is a mixed secondary school and sixth form college with academy status located on the south-western outskirts of Sheffield, England. The main school building is Grade II listed. It moved to its current site in 1933. The sch ...

in Sheffield. The pair became vegan in the mid-2010s: Theasby aimed to give something up each month and after an alcohol-free January, decided on giving up meat for February and additionally giving up dairy in March. The pair watched the documentary ''

Cowspiracy ''Cowspiracy: The Sustainability Secret'' is a 2014 American documentary film produced and directed by Kip Andersen and Keegan Kuhn. The film explores the impact of animal agriculture on the environment—examining such environmental concerns as ...

'' together, after which Firth became vegan. They were concerned over the

environmental impact of meat production The environmental impact of meat production varies because of the wide variety of agricultural practices employed around the world. All agricultural practices have been found to have a variety of effects on the environment. Some of the environmen ...

Career

In 2016, Firth and Theasby launched BOSH.TV, a social media channel publishing videos of

cookery. The name BOSH! was chosen because it "sound dfast and fun and the very opposite of fussy", a mantra they took into their video production style. The duo adopted a camera style similar to that of other YouTube food brands like

BuzzFeed Tasty BuzzFeed, Inc. is an American Internet media, news and entertainment company with a focus on digital media. Based in New York City, BuzzFeed was founded in 2006 by Jonah Peretti and John S. Johnson III to focus on tracking viral content. Ken ...

, with the hope that the vegan nature of their content would help set them apart. BOSH's initial success came in the form of a 'healthy sushi cake' video, which hit 3.5m views on

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin M ...

, and a viral 'watermelon Jagerbomb' video which racked up 20 million views across all platforms. A profile in ''

The Times ''The Times'' is a British daily national newspaper based in London. It began in 1785 under the title ''The Daily Universal Register'', adopting its current name on 1 January 1788. ''The Times'' and its sister paper ''The Sunday Times'' (fou ...

'' dubbed them "the vegan

Jamie Oliver James Trevor Oliver MBE OSI (born 27 May 1975) is an English chef, restaurateur and cookbook author. He is known for his casual approach to cuisine, which has led him to front numerous television shows and open many restaurants. Oliver reache ...

s". In 2018, BOSH! released their first vegan cookbook of the same name. It became the UK's best-selling vegan cookbook of all time, and one of the 50 best-selling UK cookbooks. It received a

British Book Award The British Book Awards or Nibbies are literary awards for the best UK writers and their works, administered by ''The Bookseller''. The awards have had several previous names, owners and sponsors since being launched in 1990, including the National ...

and a

PETA Peta or PETA may refer to: Acronym * Pembela Tanah Air, a militia established by the occupying Japanese in Indonesia in 1943 * People for the Ethical Treatment of Animals, an American animal rights organization * People Eating Tasty Animals, an ...

Vegan Food Award. They subsequently published several further cookbooks and the book ''How to Live Vegan''. Their first book reached 350,000 UK sales in 2018. By 2022, the pair had reached a million sales from books published in 60 countries in eight languages. At this point the revenue from UK print sales (excluding lockdown periods) was £6million, from 600,000 sales. Alongside their range of cookbooks, Firth and Theasby brought BOSH! to British television screens in 2020 with their

show ''

''. The 10-part series was ITV's first vegan cooking programme, and featured a series of recipes cooked by Firth and Theasby and a guest who talks about food and their work. BOSH! have appeared on television programmes such as '' Good Morning Britain'', '' This Morning'', ''

BBC Breakfast ''BBC Breakfast'' is the BBC television Breakfast television, breakfast news programme. Produced by BBC News, the programme is broadcast on BBC One and the BBC News (TV channel), BBC News channel. The simulcast is presented live, originally from ...

'', ''

Sunday Brunch ''Sunday Brunch'' is a British television programme presented by Tim Lovejoy and Simon Rimmer. It is broadcast live on Channel 4 on Sunday mornings and features cookery and interviews with celebrity guests. Format The programme began on 25 Ma ...

'', and ''

The Today Show ''Today'' (also called ''The Today Show'' or informally, ''NBC News Today'') is an American news and talk morning television show that airs weekdays from 7:00 a.m. to 11:00 a.m. on NBC. The program debuted on January 14, 1952. It was ...

''. They were interviewed for

BBC Radio 2 BBC Radio 2 is a British national radio station owned and operated by the BBC. It is the most popular station in the United Kingdom with over 15 million weekly listeners. Since launching in 1967, the station broadcasts a wide range of content. ...

by presenters

Claudia Winkleman Claudia Anne Irena Winkleman (born 15 January 1972) is an English television presenter, radio personality, film critic and journalist. Between 2004 and 2010, she presented '' Strictly Come Dancing: It Takes Two'' on weeknights on BBC Two. Since ...

Michael Ball Michael Ashley Ball (born 27 June 1962) is an English singer, presenter and actor. He made his West End debut in 1985 playing Marius Pontmercy in the original London production of ''Les Misérables'', and went on to star in 1987 as Raoul in ...

and

Jo Whiley Johanne Whiley-Morton (born 4 July 1965), better known by her professional name Jo Whiley, is an English radio DJ and television presenter. She was the host of the long-running weekday later weekend '' Jo Whiley Show'' on BBC Radio 1. She curre ...

BOSH! products

BOSH! launched a range of plant-based products into supermarkets nationwide across the UK. The range of products includes cake mixes, savoury mixes, store cupboard products, sweet treats and ready meals, with the intention of encouraging individuals to adopt the

vegan diet Veganism is the practice of abstaining from the use of animal product—particularly in diet—and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan. D ...

. As well as being stocked in all major UK supermarkets, BOSH! products are all available in

Costa Coffee Costa Coffee is a British coffeehouse chain with headquarters in Dunstable, England. Costa Coffee was founded in London in 1971 by Sergio Costa as a wholesale operation supplying roasted coffee to caterers and specialist Italian coffee shops. ...

shops UK-wide.

Books

*''

BOSH! BOSH! is a duo of British vegan chefs from Sheffield consisting of Henry Firth and Ian Theasby. They rose to fame in 2016 with the launch of their YouTube channel, and have gone on to host the ITV1 television programme ''Living on the Veg'' and au ...

'' (2018) *''Bish Bash BOSH!'' (2019) *''How to Live Vegan'' (2019) *''BOSH! Healthy Vegan'' (2019) *''Speedy BOSH!'' (2020) *''BOSH! on a Budget'' (2021)

Partnerships

Brewdog BrewDog is a Multinational corporation, multinational brewery and pub chain based in Ellon, Aberdeenshire, Ellon, Scotland. With production of over 800,000 hectolitres, BrewDog claims to be the "#1 Craft Brewer in Europe". It was founded in 200 ...

- Released two BOSH! beers and designed plant-based options for pub menus *

Alpro Alpro is a European company based in Wevelgem, Belgium, that markets organic and non-organic, non-genetically modified, plant-based products, such as foods and drinks made from soy, almonds, hazelnuts, cashew, rice, oats or coconut. Alpro employ ...

- Ambassadors *

Tesco Tesco plc () is a British multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues and the ninth-largest in th ...

- Launched Vegmas Christmas campaign *

Kettle Chips Kettle Foods, Inc. is an American manufacturer of potato chips, based in Salem, Oregon, United States, with a European and Middle East headquarters in Norwich, United Kingdom. As of 2006 they were the largest natural potato chip brand in the U.S. ...

- Launched first plant-based cheese and onion crisps *

Vitalite Vitalite is a sunflower oil based spread, produced by Dairy Crest in Kirkby, Merseyside. It began in 1983, being made by Kraft General Foods. In July 1996, it was bought by St Ivel, who were then bought by Dairy Crest in November 2002. In 2008, it ...

- On-pack promotion for BOSH! METHOD - a plant based cooking course *

AXA Axa S.A. (styled as ''AXA'' or GIG in the Middle East) is a French multinational insurance company. The head office is in the 8th arrondissement of Paris, France. It also provides investment management and other financial services. The Ax ...

- AXA Start Up Angel Judges

Awards and honours

* BOSH! - 2018 Best Book - PETA Vegan Food Awards * BOSH! - Silver Nielssen Award for more than 250,000 UK copies sold * BOSH! - 2019 Non-fiction: Lifestyle * BOSH! - 2019 Marketing Strategy of the Year - British Book Awards (Nibbies) * SPEEDY BOSH! - 2020 Best Vegan Cookbook - PETA Vegan Food Awards

References

External links

Official site
{{Authority control Living people British cookbook writers British male bloggers British veganism activists Chefs of vegan cuisine English bloggers English food writers English television presenters English YouTube groups English YouTubers Lifestyle YouTubers People from Sheffield Vegan cookbook writers Year of birth missing (living people)