The Guardian has launched the trailer for its first food video series, FEED with Jimi Famurewa, fronted by restaurant critic Jimi Famurewa as he explores the most defining, distinct, and delicious food trends.
Series Overview
The six-part series begins on Thursday 30 July, featuring obsessive chefs and creators who turn digital hype into real-world success. Social media has accelerated the spread of culinary ideas, pushing forward vivid new flavours and transforming how Britain eats.
First Episode Highlights
In the first episode, MasterChef judge Jimi visits Panadera in Soho for a Filipino-inspired leche flan Danish, then heads to Bunhead Bakery in South East London, where the owner blends her Palestinian and British heritage into a chocolate, date, and smoked salt bun. Finally, he visits Farha, a Middle Eastern-inspired café in east London, known for selling out of banana brûlée. Later in the series, he travels across the UK to explore social media trends including renegade ramen, spice bags, and “Britalian American” pizza.
Cultural Stories Behind Trends
According to the Guardian, viral trends often spring from unexpected cultural collisions or boldly reimagined homegrown dishes. Behind every trend lies a deeper story: migration, identity, innovation, nostalgia, and the evolving tastes of a connected generation.
Jimi Famurewa's Statement
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.” He added: “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.”
Sponsorship and Recipe Segment
At the end of each episode, Jimi creates his own recipe using ingredients from Sainsbury’s Taste the Difference, which sponsors the series.
Nicole Jackson's Comment
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 out one of the restaurants Jimi has visited. 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.”
Availability
The full series will be available on the Guardian website and the Guardian’s YouTube channel starting Thursday 30 July.
