Picture two Sheffield lads who swapped meaty meals for vibrant veggies, sparking a global plant-based revolution—meet Ian Theasby, one half of the dynamic vegan cooking duo BOSH! With his best mate Henry Firth, Ian turned a personal challenge into a culinary empire, making vegan food fun, accessible, and downright delicious. From viral videos to bestselling cookbooks, Ian’s journey is a tasty tale of transformation.
Born in Sheffield in August 1984, Ian’s story is one of friendship, innovation, and a passion for sustainable eating. Alongside Henry, he’s redefined vegan cooking, proving it’s not just for hippies but for anyone craving flavor-packed meals. Let’s dive into how this former fashion industry pro became a vegan superstar.
The Making of Ian Theasby
Growing up in Sheffield, Ian was a typical meat-eating Brit, far from the plant-based pioneer he’d become. The son of a nurse and a teacher, he met Henry Firth at age 11 at High Storrs School, forging a lifelong friendship. After skipping university, Ian dove into the fashion industry, while his digital marketing savvy laid the groundwork for BOSH!. In 2015, a New Year’s resolution to go alcohol-free led to a bold move: giving up meat for February. Inspired by vegetarianism’s benefits and shocked by documentaries like Cowspiracy, Ian went vegan, a decision that changed his life and soon the world’s kitchens.
Initially, veganism was tough—favorite recipes were off-limits, and restaurant options were slim. But Ian’s determination and love for food pushed him to relearn cooking, experimenting with plant-based dishes that didn’t skimp on taste. When Henry joined the vegan journey, their shared vision birthed BOSH!, a platform to make vegan cooking simple and exciting.
Ian Theasby’s Flavor-Packed Creations
BOSH! exploded onto the scene in 2016 with a YouTube channel featuring quick, visually stunning recipe videos. Ian and Henry’s mantra—‘Bish, bash, BOSH!’—captured their no-fuss approach, blending creativity with supermarket-friendly ingredients. Their first viral hit, a healthy sushi cake, racked up 3.5 million views, followed by a watermelon Jagerbomb that hit 20 million. These eye-catching dishes set BOSH! apart, earning them a massive following, with over 25 million monthly viewers on Facebook alone.
Their debut cookbook, BOSH! (2018), became the UK’s bestselling vegan cookbook, ranking among the top 50 cookbooks ever. It’s packed with 140 recipes, from creamy mac and greens to the Big Bhaji Burger, blending comfort food with vegan flair. Bish Bash Bosh! (2019) upped the ante with showstoppers like banoffee meringue, while Speedy BOSH! (2020) offered quick meals like tofu kebabs for busy nights. BOSH! on a Budget (2022) tackled the myth that veganism is pricey, with gems like kimchi udon noodles. Ian’s style is all about bold flavors, accessibility, and remixing classics—think vegan spaghetti bolognese that fools meat lovers.
Ian’s work extends beyond books. BOSH!’s ITV show, Living on the Veg (2020), was the UK’s first mainstream vegan cooking program, showcasing recipes alongside celebrity guests. Partnerships with Tesco, BrewDog, and recipe kit provider Grubby brought BOSH! dishes to supermarkets and pubs, making veganism mainstream.
Why Ian Theasby Matters
Ian Theasby’s impact is seismic. With over a million cookbooks sold worldwide, BOSH! has inspired countless people to embrace plant-based eating, whether full-time or flexitarian. Ian’s focus on sustainability—highlighting meat production’s environmental toll—resonates with a planet-conscious generation. His recipes, tested dozens of times for reliability, empower novice cooks, while his infectious enthusiasm makes veganism feel like a party, not a sacrifice.
By collaborating with major brands and dominating social media, Ian has taken veganism from niche to normal, proving plants can be indulgent and hearty. His legacy is a world where vegan food is celebrated, accessible, and, above all, delicious, encouraging small changes that add up to big differences.
- Born: August 1984, Sheffield, UK
- Key Works: BOSH!, Bish Bash Bosh!, Speedy BOSH!, BOSH! on a Budget
- Awards: British Book Award, PETA Vegan Food Award
Ready to taste the BOSH! magic? Grab BOSH! and whip up Ian Theasby’s vibrant vegan dishes—your taste buds and the planet will thank you!