The Guardian has announced FEED, its first food-related video series, fronted by restaurant critic and broadcaster Jimi Famurewa as he goes in search of the most defining, distinct and delicious food trends.
Each 15-minute episode features the chefs and creators who are spreading new culinary ideas, pushing forward new flavours and transforming the way Britain eats, says the publisher.
The Guardian says FEED represents one of the latest examples of the its multi-year transformation in action, as it becomes “more visual, digital and experimental”.
This has included establishing Guardian Studios, a new creative hub for video-first, personality-led journalism. Newly announced roles will support a growing focus on video in areas such as opinion, features and sport, and a new US video team is being hired, plus there’ll be investment in visual investigations and data visualisations. The publisher says Guardian Australia will become a global centre of excellence for social hosts, driving the Guardian’s global expertise in this field.
The first episode of FEED sees MasterChef judge Jimi visit Palestinian-British Bunhead Bakery in South London, where ancestral culinary tradition meets contemporary British baking. Across the series, he journeys across the UK exploring social media trends including renegade ramen, spice bags, and “Britalian American” pizza.
Each episode culminates with Jimi creating his own recipe, featuring shoppable popups for five hero products that the audience can click to purchase directly from the Sainsbury’s Taste the Difference range, the publisher continued.
FEED is the latest addition to the Guardian’s food offering that includes the Feast app and weekly supplement, the newly launched Guardian Food Quarterly, and the Comfort Eating podcast that uncovers the food that brings famous guests joy. The recipe app, Feast had 400k downloads in its first year, and expanded to US and Australian audiences this year.
Nicole Jackson, global head of multimedia, said: “I defy anyone to watch a single episode of this brilliant new series and not instantly be searching how to get to one of the restaurants Jimi has eaten at. From mouthwatering ramen in Colchester and Cardiff, to delicious chip-filled plates of Irish-Chinese spice bags in Birmingham and Belfast, the dishes featured will not only inspire you to try new food trends, but to cook them too.”
Emma Bisley, head of brand comms, Sainsbury’s said: “Social media has opened up a world of food inspiration, helping people discover new flavours, dishes and ways to enjoy good food. Working with the Guardian and Jimi Famurewa, we've explored the trends and communities shaping today's food culture and brought them to life in a way that's easy to recreate at home. Using our Taste the Difference range, we've made it simple for everyone to try the flavours they're seeing online, with quality ingredients that help turn everyday meals into something more special.”
Jimi Famurewa said: “Anyone who knows me also knows that I’m obsessively curious about food trends, dining culture and the ever-shifting ways that we eat in the UK. This hunger for knowledge - and, yes, lots of delicious food - meant that making FEED was a dream come true.
“This series is about uncovering successful and creative businesses that simply wouldn’t exist if it wasn’t for the supercharging influence of the internet. It is a snapshot of the hustle, innovation and craft that is making Britain’s culinary landscape more fascinating and varied than ever.
“I hope that everyone watching it feels inspired, excited and hungry for more- and apologies in advance for the many shots of an exceedingly happy man stuffing his face!”
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