UK plant-based meal kit service GRUBBY has extended its partnership with vegan chef duo BOSH! following the success of their co-branded products.
Over 100,000 GRUBBY x BOSH! meal kits have been sold since the collaboration began 18 months ago, with some varieties completely selling out. Now, the brands have launched ten new dishes, including Gochujang Tofu Mac & Cheese, Crispy Chilli Plant-Based Beef, Peanut Butter & Tenderstem Udon Soup, and Zingy Green Enchiladas with Avocado.
The new recipes are already available on GRUBBY’s menu, with at least two to be featured each week. The range will be expanded throughout 2025 and beyond.
“GRUBBY’s ambition to cook with more plants aligns perfectly with the BOSH! mission to put more plants on plates, and they stood out as our go-to recipe-kit partner from the very beginning,” said BOSH! co-founder Ian Theasby. “Ultimately, we want fans of BOSH! to be able to cook our recipes in the most hassle-free and enjoyable way possible, and these NEW super-speedy dishes we have created make it even easier.”
Joining plant-based forces
GRUBBY has announced several collaborations so far in 2024; at the beginning of the year, it joined forces with plant-based fried chick*n brand VFC to launch a range of high-protein dishes for Veganuary. Just a month later, GRUBBY partnered with Redefine Meat to offer a plant-based steak meal for Valentine’s Day.
In October, GRUBBY collaborated with LEON Grocery, the retail brand of restaurant chain LEON, to launch a range of limited-edition dishes. Each one was delivered with one of LEON’s microwaveable rice pouches.
At the time, GRUBBY reported that customer spend had trebled in the last year, with revenues reaching over £4 million. The brand said it had served over a million meals to date, to a base of more than 56,000 customers.
“We have always been huge fans of BOSH! and we’re proud that GRUBBY is the first and only recipe kit brand that founders Henry and Ian have chosen to work with,” said GRUBBY founder Martin Holden-White. “It has been an incredible 18 months so far, and we can’t wait to show both new and existing customers that plant-based food can be quick to prepare and packed with flavour for everyone to enjoy.”
