The Samworth Brothers Food for Now network introduces two exciting new options for consumers: the Gosh! Falafel & Houmous Wrap and the Falafel, Lettuce and Tomato sandwich (F.L.T).
These new plant-based products cater to the needs of busy, on-the-go consumers, incorporating “bold flavours, quality ingredients and fibre”—essential trends influencing the current food and drink industry.
Caroline Hughes, marketing director at Gosh!, stated: “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 promotional collaboration aligns with recent consumer insights indicating a rising demand for nutritious meals, particularly for those who are constantly on the move, prioritizing both health and value in their choices.
Fibre plays a crucial role in nutrition, yet 96% of adults fail to meet daily recommendations. This gap has fostered a growing trend known as ‘fibremaxxing’, where social media users actively strive to meet or exceed the daily recommended intake of 30g of fibre.
Consequently, Gosh! emphasizes that its falafel is rich in fibre, making it an excellent choice for customers looking to achieve their dietary goals amidst busy schedules.
Wayne Greensmith, head of marketing at Samworth Brothers Food for Now, remarked: “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. By offering a range of healthier options alongside core favorites, we’re fulfilling the evolving needs of retail and foodservice customers in the food distribution landscape.”