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Brioche Visual

Finsbury Food Group has again partnered with the UK’s bestselling vegan cookbook authors and celeb chefs; this time to introduce Brilliant Brioche Buns, designed to accompany Bosh!’s plant-based burgers.

The buns are set to capitalise on the evolving expectations of consumers for vegan products – forecast to reach £7.4bn by the end of 2021 – and especially Brioche buns. According to Kantar, over 60 million packs of Brioche buns were sold in the 52 weeks to 11 July 2021, with their value growing by 39% as they become an increasingly popular choice for shoppers. 

Earlier this year, Finsbury launched the Bosh! vegan cake range, which comprises four variants, including the Ultimate Chocolate, Luscious Lemon, Chocolate Happy Birthday, and Vanilla Happy Birthday cakes.

“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.

“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.”

Added Henry Firth and Ian Theasby, the brains behind Bosch, “We’re so excited that our latest collaboration with Finsbury takes our vegan burgers to the next level with the launch of the Brilliant Brioche Buns. Together, we’ve created a product that showcases just how great plant-based alternatives can be. Whether you’re vegan or not, they’re a tasty addition to any meal,”