London's Favourite Free-From Doughnuts Roll Into Birmingham
Birmingham's Bullring is set to welcome an exciting new addition to its food scene as Borough 22, the award-winning free-from bakery, brings its popular doughnut truck to the city centre. The much-loved London establishment will be serving its innovative creations from within the Selfridges food hall, offering a delicious alternative for those with dietary restrictions.
Festive Treats With Allergen-Free Guarantee
The distinctive Piaggio-style doughnut truck will begin trading on Monday, November 24 and remain in place until Sunday, January 4 2026. During this festive period, shoppers can enjoy special holiday flavours including candy cane varieties, all created in a fully allergen-dedicated bakery. Every product is carefully crafted to be free from gluten, dairy and eggs, making them suitable for various dietary needs while maintaining exceptional taste.
Founder Ryan Panchoo established Borough 22 with his children in mind, wanting to create safe treats that never felt like a compromise. "They deserved treats that were safe, joyful and never second-best," he explained. The bakery takes its name from its original location in Greenwich, one of London's 22 boroughs.
More Than Just Doughnuts: A Complete Festive Experience
Borough 22's arrival coincides with an exciting period of transformation and celebration at Selfridges Birmingham. The store is currently hosting Disney Christmas celebrations featuring special confetti cannon events and Santa meet and greet opportunities. Additionally, the Medicine Bakery is running festive activities, while later this month will see the completion of a new beauty hall - the largest of its kind outside London.
The bakery's signature products include:
- Award-winning doughnuts
- Sweetheart buns
- Yum yums
All Borough 22 products are completely vegan, halal, kosher and gluten-free, making them accessible to a wide range of customers. Ryan Panchoo expressed his excitement about the Birmingham launch, stating: "Winning Free From Product of the Year and now bringing our doughnut truck to Selfridges Birmingham feels like a dream. We can't wait to meet our Birmingham community."
The temporary residency promises to bring what the company describes as 'London street food energy' to the heart of Birmingham's shopping district, offering a unique culinary experience throughout the crucial festive trading period.
