Gosh Expands Super Plants Range with Fibre-Rich Burgers
Gosh launches two high-fibre, whole-food veggie burgers into Tesco, responding to UK demand for protein, plant diversity, and minimally processed foods.
British vegan brand Gosh has expanded its Super Plants line with two new vegetable-based burgers, available in Tesco stores and online now. The launch follows the successful introduction of Super Plants sausages earlier this year and targets growing consumer interest in fibre, protein, and reducing ultra-processed foods.
Responding to a Nutritional Shift
The new burgers are a direct response to shifting consumer priorities. Gosh cites research showing 96% of UK consumers fail to eat the recommended 30 grams of daily fibre, while 80% are paying more attention to their protein intake. Also, 71% of consumers are concerned about the potential health impact of ultra-processed foods (UPFs). The company positioned the burgers as "entirely from natural, minimally processed whole foods that are full of plant diversity" to address these concerns.
Caroline Hughes, Gosh's marketing director, stated that shoppers are now "driven by more than just taste." She added, They’re looking for food that delivers real value to their health and wellbeing.
Burger Specifications and Plant Points
The two burgers are inspired by global cuisines and are designed to score high on 'plant points', a concept popularised by the '30 plants a week' movement. Each pack contains two burgers and has a recommended retail price of £3.25. Their nutritional profiles are detailed below.
| Burger Variant | Plant Varieties | Fibre per Serving | Protein per Serving |
|---|---|---|---|
| Thai Style Broccoli & Red Pepper with Ginger & Lemongrass | 18 | 8.6g | 8.1g |
| Middle Eastern Inspired Three Bean with Lemon & Garlic | 16 | 10g | 8.7g |
These figures represent double the plant diversity found in Gosh's existing veggie burger range. The development involved collaboration with chefs and registered nutritionist Becca Meadows.
The Broader Trend Context
The launch taps into multiple converging food trends. Beyond fibre and protein focus, the rise of weight-loss drugs like Ozempic has heightened attention on preserving muscle mass through protein intake. Online trends like 'fibremaxxing' and content about gut health have also driven consumer awareness. Gosh's whole-food approach aligns with a broader move in the plant-based sector, with other companies like This and Juicy Marbles also developing veg-forward, minimally processed alternatives.
Becca Meadows emphasised the practical goal of the range. I love that these burgers make it easier to get more nutritional value and plant diversity onto the plate, without making healthy eating feel complicated or inaccessible, she said.
The products enter a market where sales of beans and vegetable-led products are surging, even as some processed meat alternative sales shrink. The company is banking on this shift towards what it calls everyday nutritious options to drive success for the new line in Tesco this September.
