Today’s VeganMoFo prompt asks us how we would sell our food. I, being the exceptionally lazy person I am, decided not to bother with my own food, and found someone else who sells food to talk about. To my endless happiness they even let me eat their food so I could review it! How great is that? So here you have it, introducing the latest vegan business about to take the East Midlands by storm, Filthy Rich!
Filthy Rich, who you can find on Instagram and Facebook, are a company who specialise in vegan muffins of all sorts of amazing flavours – including “Candy Shop”, “Death By Chocolate”, “Lemon Popsicle” and so many, many more.
I got a chance to catch up with founder Chrissie and quiz her about Filthy Rich and veganism in general, before tucking into the muffins pictured above!
E: Why “Filthy Rich”? Where did that name come from?
C: I wanted to create an unapologetic vegan brand that’s strong and memorable. And I always wanted the muffins to be really indulgent and sinful (in terms of calories!), so the name seemed perfect. I think it represents the product quite well.
E: What made you want to open a vegan muffin business?
C: I have been on a gradual transition from vegetarian to being a vegan over the last four years and eliminating dairy from my diet has meant it’s more difficult to find indulgent things to eat. I guess I wanted to be part of what’s a really positive movement and do something proactive, most of all giving vegans great sweet food that they can spoil themselves with!
E: How do you come up with all the flavour ideas you have?
C: I am quite creative by nature so I find it fairly easy to come up with interesting flavour combinations. I consider the flavours that I would like but also try to adapt popular cake classics so there’s something for everyone. They all must have a fun twist though, even if it’s just in the name!
E: What’s your own favourite flavour?
C: I think Death By Chocolate. I get a bit sick of trying them myself day in and day out, but this one still tempts me! It’s just so rich and chocolatey with a nice depth of flavour.
E: What would your advice be to anyone looking into veganism?
C: Adopt a positive view of what you can still eat instead of what you can’t! There is always more choice than you think. Also don’t assume you need to shop at wholefoods or health shops. The supermarket free-from ranges are growing rapidly and it’s important we maintain a continued demand there, as that’s how veganism will become mainstream.
And I agree entirely! Veganism is a lot easier than most people imagine – especially when you can eat food like this! So without further ado, lets get on to the bit you’re all waiting for, the muffins!
I started with the muffin I was most looking forward to – “Candy Shop“, described as “Strawberry muffin with a strawberry centre finished with candyfloss buttercream, gummy bears, cola bottles & sour cherries” – sounds absolutely perfect for a sweet addict like me! And it did not disappoint, not at all. The great thing about muffins is that they’re not as sweet as cupcakes – this flavour might have been a little sickly if the cake was super sweet too, but as it was, it was perfectly balanced. The candyfloss icecream was absolutely delicious!
Next is the “One Of Your Five A Day” which I jumped at the chance to review. It’s described as “Carrot & walnut spiced muffin with vanilla buttercream, caramelised carrot and toasted walnuts”. Now, I really like carrot cake, walnuts, and so forth. I just happen to live in a household where I’m the only one who does like nuts and veg in cake – so I don’t get to have it often. So, when I got to try this flavour, I was so pleased. The muffin itself is perfectly spiced and feels like it should be accompanied with a hot mulled cider and a snowy winter landscape (if only we got that here…) and the creamy icing complements it in a wonderful way.
Finally we have Death By Chocolate! It’s saying something about these muffins that the chocolate one is the last one I come to – I’m practically made of chocolate myself! Death by Chocolate is “Triple chocolate chip muffin with dark chocolate buttercream & finished with shards of milk, white & dark chocolate“. I’m of the opinion that you can never have too much chocolate, right? This muffin agrees with me, and gives you the best chocolate fix you could ask for!
Veganism is on the rise in the UK, and with companies like Filthy Rich providing great vegan food it’s sure to keep rising. Anyone, vegan or not (me included!) would be happy if you bought them a box of these muffins for their birthday, or any other occasion.