It’s easy to think that making a difference requires drastic lifestyle changes, especially when it comes to our diet and its impact on the world. But more often than not, all-or-nothing shifts can be hard to sustain. And when it comes to food choices and environmental impact, everyone has their own idea of what's “best.”
That’s why Elinor and Rachelle, the mother-daughter founders of Boston Vegan in Newton, MA, take a different approach. They’re not here to convince you to go vegan, or even vegetarian. Instead, their mission is to create options for people who do eat animal products, helping them reduce consumption just a few meals at a time. Their belief: small, consistent changes can be the most powerful of all.
Boston Vegan’s signature product, veggie-based protein patties, has been in the works for over two decades. “It’s never complete,” Elinor shares. “There’s always a way to improve it.” From simplifying the ingredient list to adapting to customer preferences, Elinor and Rachelle are always refining their offerings. But they don’t change a crowd favorite just for the sake of it. “If an item is loved, we leave it alone,” Elinor explains. “Instead, we add new options, more choices for more people.”
This balance of consistency and innovation comes to life in their newest product: Squares.
Squares are chocolatey, nut-butter-based vegan dessert slabs with unique textures and nostalgic flavor pairings. Think part fudge, part candy bar, and 100% indulgence. By blending dark chocolate with nut butters, Boston Vegan created a rich, creamy, not-too-sweet treat that appeals to everyone, not just vegans. Each Square is mixed with playful add-ins like potato chips, pretzels, or puffed rice, and sold as a slab so you can cut it however you like, bite-sized pieces or fudge-like chunks.
Getting Squares from idea to launch wasn’t easy. Scaling up production meant solving practical problems (like retiring a marshmallow flavor after the mix clogged chocolate pipes). And because Squares aren’t a typical candy bar, packaging and branding took extra care. “It’s versatile, meant to be cut into squares and enjoyed however people like,” Elinor says.
Boston Vegan’s journey began in a small Newton kitchen, making vegan products for summer camps. Today, they partner with local and regional distributors, including Food Connects, to reach more shelves and more hands. “Larger distributors made us feel like just another number,” Elinor explains. “With Food Connects, it’s different. We get to focus on what matters: community, impact, and accessibility.”
For Elinor and Rachelle, Boston Vegan is also personal. Before starting the business, they weren’t especially close. But building something together deepened their relationship. “We stopped dealing with the day-to-day nonsense and focused on what really mattered,” Elinor reflects. “Working toward the same goal helped us grow closer.”
That same sense of purpose drives everything they do, whether it’s testing new ingredients, tackling production challenges, or developing their next creation (hint: olive-oil-based veggie patties that can be cooked in soups and stews). At its heart, Boston Vegan is about family, community, and the belief that small changes can add up to a big impact.
Try Squares This Month!
Boston Vegan’s Squares are available through the Food Connects Food Hub, 20% off all September long. Enjoy them as a snack, part of a dessert tray, or a sweet treat all to yourself. One thing’s for sure: you don’t have to be vegan to love them.