[2][3] They then formed BOSH!, producing vegan cookery videos for YouTube and social media, garnering over a billion views.

They were then approached by Plymouth-based production company Rock Oyster Media, who asked if the pair had considered producing a vegan cookery programme.

[3] In producing Living on the Veg, Firth and Theasby hoped to appeal beyond the vegan market, to flexitarian and even meat-eating audiences.

[3] The first episode, which was aired on 12 January 2020,[6] featured sponsorship from the supermarket Waitrose, along with ITV's other Sunday morning cookery programming.

On the programme, Firth and Theasby produce a series of vegan foods, for a range of meals, including "pizzas, burgers, curries, pies, big breakfasts, [and] decadent desserts".