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

The Guardian has launched its first food video series, FEED with Jimi Famurewa, a six-part show exploring the most defining and delicious food trends shaped by social media. This series highlights how digital platforms are transforming Britain's eating habits and celebrates the creators behind viral culinary phenomena.

What is FEED with Jimi Famurewa?

FEED is a new food video series fronted by restaurant critic and MasterChef judge Jimi Famurewa. Each episode journeys across the UK to uncover trends like renegade ramen, spice bags, and “Britalian American” pizza, while telling the deeper stories of migration, identity, and innovation behind them.

The series premieres on Thursday 30 July, with new episodes released weekly. At the end of each episode, Jimi creates his own recipe using ingredients from Sainsbury’s Taste the Difference, the series sponsor.

Why Social Media is Revolutionizing Food Culture

Social media has supercharged the spread of culinary ideas, pushing vivid new flavors into the mainstream. From TikTok trends to Instagram-worthy bakes, platforms are turning digital hype into real-world success for small businesses.

In the first episode, 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 Palestinian and British heritage in a chocolate, date, and smoked salt bun. Finally, he stops at Farha, a Middle Eastern-inspired café in East London selling out of banana brûlée.

Key Trends Featured in the Series

• Renegade ramen: unconventional noodle dishes breaking tradition
• Spice bags: a fusion of Asian flavors and Irish fast-food culture
• “Britalian American” pizza: a bold reimagining of classic pizza styles
• Filipino-inspired pastries and Middle Eastern desserts

Comparison: Traditional Food Media vs. Social Media-Driven Trends

Behind the Trends: Stories of Migration and Innovation

Every viral trend carries a deeper narrative. Jimi emphasizes that these dishes often spring from unexpected cultural collisions or a bold reimagining of homegrown favorites. For example, Bunhead Bakery’s chocolate, date, and smoked salt bun reflects the owner’s Palestinian-British identity, while Farha’s banana brûlée reinterprets a classic French dessert with Middle Eastern flair.

This series is a snapshot of the hustle, innovation, and craft making Britain’s culinary landscape more fascinating than ever. Jimi notes, “Anyone who knows me also knows that I’m obsessively curious about food trends. This series is about uncovering successful businesses that wouldn’t exist without the internet.”

How to Watch FEED

The trailer is now available on The Guardian’s website and social channels. New episodes air every Thursday starting July 30. Viewers can watch full episodes on The Guardian’s video platform and YouTube.

Key Takeaways from FEED

• Social media is a powerful driver of culinary innovation.
• Small businesses can achieve global recognition through viral trends.
• Food trends often reflect cultural identity and migration stories.
• Jimi Famurewa’s recipes offer a practical way to recreate trends at home.

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