We’re back with our third NOMO Shout Out! This time, we’re shining a spotlight on Borough 22, an award-winning, dedicated gluten-free bakery creating indulgent sweet treats. Founded by Ryan Panchoo in his home kitchen for his children, Borough 22 has grown into a much-loved brand, with a concession in Selfridges Oxford Street Foodhall and Treats Bar Level 1 Selfridges at the Bullring Birmingham.

What started as a personal mission has grown into a trailblazing business redefining what free-from indulgence can look and taste like. From doughnuts and Yum Yums to brownies and crumbles, every treat is plant based, dairy-free, gluten-free, halal and kosher.

We love Borough 22’s mission to make indulgence more inclusive, bringing people together through delicious treats without compromising on flavour!

The NOMO Verdict 

Our favourite thing: Borough 22 is making free-from sweet treats feel exciting, trendy and inclusive. With a huge range of treats to explore and a passion for developing innovative new flavours, there’s always something new and delicious to try! 

Fancy giving Borough 22 a try? 

Visit Borough 22 at Selfridges Food Hall, 400 Oxford Street, London W1A 1AB, or find its Treats Bar at Selfridges, the Bullring, Birmingham. You can also order its sweet treats for delivery across the UK via the Borough 22 website. 

 Allergy Protocols 

Safety, quality and trust are at the heart of Borough 22. All its treats are certified gluten-free using ELISA testing and produced in a dedicated plant-based bakery, with strict allergen management procedures and production controls designed to minimise the risk of cross-contamination. 

The bakery does not intentionally use peanuts or tree nuts, and the team has worked with suppliers to remove ingredients carrying declared peanut or tree nut warnings from approved recipes wherever possible. Recipes are carefully developed using specially sourced ingredients, including gluten-free oats containing avenin. All fried doughnuts contain certified gluten-free oats (avenin) 

  • Where:  

    • Borough 22 Concession, Selfridges Foodhall, 400 Oxford Street, London W1A 1AB 
    • Borough 22 Popup, Treats Bar Level 1 Selfridges at the Bullring Birmingham. Open until 2nd January 2027 

  • Free-From: Gluten free, dairy free and plant based.

  • Best for: Indulgent treats, doughnuts, brownies, sweet cravings & gifting
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Story Behind Borough 22

Story Behind Borough 22

Borough 22 was founded by Ryan Panchoo, whose journey began in his home kitchen with a personal mission to create delicious treats for his children. What started as a passion project has since grown into a trailblazing business, helping to redefine free-from indulgence. As a self-taught baker and entrepreneur, Ryan has built Borough 22 around three key principles: safety first, inclusion by design and uncompromising taste. The brand believes that nobody should feel left out when it comes to enjoying a sweet treat, and that free-from food should be every bit as exciting, indulgent and delicious as anything else. Today, Borough 22  
Yum Yum with Hot Vanilla Glaze

Yum Yum with Hot Vanilla Glaze

Soft, golden and beautifully twisted, this iconic bakery favourite is finished with a sweet hot vanilla glaze. Yeast-raised and plant-based, it’s a delicious take on a classic treat, made gluten-free and suitable for those following a low FODMAP diet.

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Cookies and Cream Doughnuts

Cookies and Cream Doughnuts

A Borough 22 bestseller at Selfridges! These signature fried doughnuts are topped with smooth cookies and cream icing and finished with generous shards of chocolate cookie crumb. Indulgent, chocolatey and completely plant-based, these doughnuts prove that free-from treats can be just as exciting as the classics. Contains Soy lecithin. This is with the biscuit.

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Jam Puddle Brownies

Jam Puddle Brownies

Rich fudgy chocolate brownies topped with vibrant puddles of jam. Combining deep cocoa flavour with a fruity twist, they're the perfect sweet treat for anyone who loves a little indulgence. Gluten-free, plant-based and packed with flavour, they're a delicious addition to Borough 22's innovative range.

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Shout Outs - Borough 22

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