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Boojum: Mexican delight provides wholesome gratification

Boojum at Home, www.boojummex.com

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Boojum at Home

Boojum at Home

Boojum at Home

Where would my children be without Boojum? Probably in McDonalds, Burgerking, KFC or Nando's. I'm no better. My very guilty pleasures are burgers and fried chicken. If I couldn't have them I'd be sticking my face into a Black Forest gateau or jumping into a vat of beer to achieve the same hedonistic kicks.

Fast foods are the height of gratification and we abandon all sense of adult responsibility when we bite into a Whopper with cheese meal or a Big Mac, or my favourite guilty pleasure, the Zinger burger.

But Boojum is different. It has all the primary, cartoon colours and cool Mexican-inspired graphics in its branding, something essential to its draw and the delivery point is quick, friendly and upbeat. It's also cheap. But where it differs from the others is in its focus on wholesomeness. Fresh, raw vegetables, tasty pulses, spiced peppers and onions and slow cooked meats with an abundance of quality rice, all appear sound to me.