Living on the Veg: Making Plant-Based Cooking Mainstream in the UK
Living on the Veg is a British vegan cooking television series that premiered in 2020 on ITV. The show is hosted by Henry Firth and Ian Theasby, the creative duo behind the hugely https://eatvegify.com/ popular plant-based food brand BOSH!. Known for their fun, approachable cooking style, the pair aim to make vegan food accessible, satisfying, and appealing to a broad audience—including people who do not identify as vegan.
Overview and Key Details
The series belongs to the cooking and lifestyle genre, combining practical recipe demonstrations with an informal, entertainment-driven presentation style. It first aired in January 2020 on ITV in the United Kingdom and consists of 10 episodes in its first season. The production was handled by Rock Oyster Media, a company known for lifestyle and factual programming.
The show’s main goal is to demonstrate that plant-based cooking can be simple, affordable, and enjoyable, even for beginners or those used to traditional meat-based diets.
Concept and Format
Each episode of Living on the Veg is structured around a variety of recipes prepared by the hosts in a studio kitchen setting. Rather than presenting cooking as overly technical or restrictive, the series focuses on easy-to-follow meals that can be recreated at home.
The recipes often include:
- Plant-based versions of classic comfort foods
- Quick weekday meals
- Creative desserts and snacks
- Crowd-pleasing dishes suitable for families and gatherings
The tone is relaxed and conversational, with the hosts explaining techniques in a friendly, humorous way. This approach helps remove the intimidation often associated with vegan cooking.
The Hosts: Henry Firth and Ian Theasby
Henry Firth and Ian Theasby first gained attention through their digital platform BOSH!, which became one of the most influential vegan food brands in the UK. Their online videos, social media presence, and cookbooks helped them build a large global following.
Their cooking philosophy centers on creating food that is:
- Easy to prepare
- Visually appealing
- Rich in flavor
- Fully plant-based without feeling restrictive
Living on the Veg represents their transition from online creators to mainstream television personalities, allowing them to reach an even wider audience.
Style and Presentation
Unlike traditional cooking shows that may focus heavily on technique or competition, Living on the Veg emphasizes accessibility and enjoyment. The hosts often break down recipes into simple steps, encouraging viewers to experiment without fear of failure.
The show also incorporates light humor and personality-driven segments, making it feel more like a friendly cooking session than a formal instructional program.
Reception and Cultural Impact
Upon release, Living on the Veg was generally well received by audiences and critics. Viewers appreciated its positive energy and the way it made vegan cooking feel approachable rather than exclusive or overly health-focused.
One of the show’s major contributions was helping to normalize plant-based eating on mainstream British television. At a time when veganism was still gaining traction in popular media, the series played a role in showing that vegan meals could be indulgent, familiar, and satisfying.
Although it only ran for a single season, its influence extended beyond television through cookbooks, online content, and the continued popularity of the BOSH! brand.
Conclusion
Living on the Veg stands out as an important step in bringing plant-based cooking into everyday mainstream culture. By combining simple recipes, engaging hosts, and an inclusive message, the show helped redefine vegan food as something enjoyable, practical, and accessible to everyone—not just a niche lifestyle choice.