Henry Firth and Ian Theasby spent five years building the BOSH! YouTube empire before ITV gave them ten Sunday-morning hours to prove that shepherd's pie, Camembert Hedgehog and sticky toffee pudding can all be animal-free. Each 60-minute episode walks viewers through a weekly menu, from full English breakfasts to seafood-free seaside pie, punctuated by celebrity guests ranging from Prue Leith to Sadie Frost. The pair's school-days banter, honed since Sheffield's High Storrs School, keeps the tone light while they blitz nuts into snack hacks and fold aquafaba into chocolate mousse.
The launch drew immediate controversy when sponsor Waitrose ran adverts showing dairy, meat and live farm footage alongside the plant-based content, prompting public criticism from The Vegan Society and PETA; the supermarket apologised and promised tighter future alignment.
Produced by Plymouth's Rock Oyster Media and distributed by Cineflix Rights, the series deliberately pitched itself beyond the vegan choir, targeting meat-reducers curious about jackfruit "fishcakes" and beetroot ravioli. Ten episodes later, on 15 March 2020, the first run closed with a burrito cake and New York baked cheesecake, leaving the slot open for promised returning series.
Production Details
ITV1 / 1 Season / 10 Episodes / 2020 - Present
Main Cast
