Available from today (14 January) through the Samworth Brothers Food for Now network, consumers can get their hands on the new Gosh! Falafel & Houmous Wrap, and the Falafel, Lettuce and Tomato sandwich (F.L.T).
The new plant-based products have been crafted with busy, on-the-go consumers in mind and combine “bold flavours, quality ingredients and fibre” - key trends driving today’s market.
Commenting, Caroline Hughes, marketing director at Gosh!, said: “As more people return to the office and juggle increasingly busy routines, the need for convenient, plant-based food that doesn’t compromise on flavour or nutrition has never been clearer.
“In 2026, we believe convenience and nutrition should go hand in hand. We know our consumers often eat on-the-go, so launching the Gosh! Falafel & Houmous Wrap and F.L.T in partnership with Urban Eat is about meeting them where they are, with options that fit seamlessly into real, everyday life.”
This latest promotional partnership comes off the back of recent consumer insight that suggests consumers are increasingly looking for nutritious meals, especially whilst on-the-go, and prioritising options that they deem to be both healthy and good value.
Fibre plays a crucial role in nutrition, yet 96% of adults fail to meet daily recommendations. This has led to a recent online phenomenon called ‘fibremaxxing’, in which social media users will actively try to hit or exceed the daily recommended intake of 30g of fibre.
As such, Gosh! is eager to points out that its falafel is packed with the stuff, and will form an ideal option for customers hoping to hit their fibre goals despite a busy day.
Wayne Greensmith, head of marketing at Samworth Brothers Food for Now added: “As the lead brand in our portfolio of food to go options, we are excited for Urban Eat to partner with Gosh!
“Together, we can bring wholesome tasty plant-based formats to the food to go fixture. Offering breadth of choice with healthier options alongside core favourites ensures that we are providing our retail and foodservice customers with branded solutions that meet FTG [food to go] consumers changing needs.”
