Plant-based brand Gosh! has partnered with Urban Eat to introduce two new falafel-led food-to-go products.

Launching on14 January 2026, the collaboration will be available through the Samworth Brothers Food for Now network and brings together Gosh!’s best-selling falafel range with Urban Eat’s established food-to-go expertise.

Designed for busy, on-the-move consumers, the new products include a Gosh! Falafel & Houmous Wrap and a Falafel, Lettuce and Tomato (F.L.T) Sandwich. Both options aim to deliver bold flavours, quality ingredients and a convenient format, while tapping into growing demand for satisfying plant-based alternatives.

The launch reflects shifting consumer priorities in the food-to-go market, with shoppers increasingly seeking meals that balance nutrition, taste and value. Fibre intake remains a key concern, with research showing that 96% of UK adults do not meet recommended daily fibre levels. Gosh! Falafels are naturally high in fibre, positioning the new products as a practical solution for health-conscious consumers eating on the go.

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. Partnering with Urban Eat allows us to meet consumers where they are, with products that fit seamlessly into everyday life," Hughes continued.

“As the lead brand in our food-to-go portfolio, Urban Eat is well placed to collaborate with Gosh! to bring wholesome, great-tasting plant-based options to the fixture," Wayne Greensmith, head of marketing at Samworth Brothers Food for Now, said.