The Guardian Launches FEED: Food Video Series with Jimi Famurewa 2026

The Guardian has launched its first food video series, FEED, fronted by restaurant critic Jimi Famurewa, exploring the most defining and delicious food trends shaping Britain's culinary landscape. This six-part series, premiering Thursday 30 July, dives into the obsessive chefs and creators turning digital hype into real-world success.

Social media has supercharged the spread of culinary ideas, pushing forward vivid new flavours and transforming how Britain eats. In the first episode, Jimi visits Panadera in Soho for a Filipino-inspired leche flan Danish, then Bunhead Bakery in South East London, where Palestinian and British heritage blend in a chocolate, date and smoked salt bun. The journey ends at Farha, a Middle Eastern-inspired café in East London, selling out of banana brûlée.

Exploring Viral Food Trends

Later in the series, Jimi travels across the UK to uncover trends like renegade ramen, spice bags, and “Britalian American” pizza. These viral trends often spring from unexpected cultural collisions or boldly reimagine homegrown dishes. Behind every trend lies a deeper story of migration, identity, innovation, and nostalgia.

The Rise of Digital-Fueled Culinary Creativity

The internet has become a powerful catalyst for food innovation, enabling small businesses to reach global audiences. Jimi's series highlights how social media platforms like Instagram and TikTok are driving food trends, from aesthetic pastries to fusion cuisine. This digital influence is reshaping menus and consumer expectations across the UK.

Behind the Scenes with Jimi Famurewa

At the end of each episode, Jimi creates his own recipe, using ingredients from Sainsbury's Taste the Difference, the series sponsor. This segment offers viewers a hands-on way to engage with the trends, making the series both entertaining and educational.

Jimi 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.”

Key Takeaways from FEED

• Social media is a major driver of food trend adoption.
• Small businesses leverage digital platforms to scale quickly.
• Cultural fusion is at the heart of many viral dishes.
• Chefs and creators are using online hype to build sustainable brands.

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