Gosh! Serves Up Falafel “Food to Go” as Fibre Fever Takes Hold
Plant-based brand Gosh! has teamed up with Urban Eat to launch two falafel-led options designed for busy, on-the-move consumers – and they’re arriving just as demand for fibre and “better-for-you” convenience continues to climb.
Available from 14 January through the Samworth Brothers Food for Now network, shoppers will be able to pick up the Gosh! Falafel & Houmous Wrap and a falafel twist on a familiar classic: the Falafel, Lettuce and Tomato sandwich (F.L.T).
The new formats are pitched squarely at commuters and office-goers looking for bold flavours, quality ingredients and fibre, three trends increasingly shaping what ends up in the food-to-go chiller.
Speaking about the launch, Gosh!’s marketing director said the timing reflects a real shift in everyday routines. With more people returning to the office and balancing increasingly busy schedules, the expectation is that convenience shouldn’t mean compromising on either flavour or nutrition.
The brand’s stance for 2026 is simple: convenience and nutrition should go hand in hand – and the new wrap and sandwich are intended to fit seamlessly into real, everyday life for consumers who often eat on-the-go.
The partnership is also backed by recent consumer insight highlighting a growing appetite for nutritious meals while out and about, with shoppers increasingly prioritising options they consider both healthy and good value.
That focus has placed fibre in the spotlight – a nutrient widely recognised as important, yet commonly under-consumed. According to the insight referenced, 96% of adults fail to meet daily fibre recommendations, helping fuel a social media trend now dubbed “fibremaxxing”, where users actively aim to hit – or even exceed – the recommended 30g of fibre per day.
Gosh! is leaning into that cultural moment, pointing out that its falafel is packed with fibre, positioning the new products as a practical choice for anyone trying to stay on top of their fibre intake while navigating a hectic day.
Samworth Brothers Food for Now also framed the collaboration as a timely addition to the fixture. The business’ head of marketing noted that, as the lead brand within their food-to-go portfolio, they are pleased to see Urban Eat partnering with Gosh! to bring wholesome, tasty plant-based formats into the channel.
The emphasis, they said, is on expanding breadth of choice: offering healthier options alongside core favourites, and providing retail and foodservice customers with branded solutions that reflect changing consumer needs.
Conclusion
With falafel firmly on the menu and fibre firmly in the conversation, the Gosh! x Urban Eat launch is a clear play for modern lunch habits – quick to grab, easy to enjoy on the move, and deliberately aligned with today’s demand for food that feels both nutritious and worth the spend.
News Credits: Gosh! taps into ‘fibremaxxing’ craze
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