The FEED food video series with Jimi Famurewa is a new six-part show from The Guardian that dives into the most defining, distinct, and delicious food trends shaping Britain today. In this series, the restaurant critic travels across the UK to meet 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 the way Britain eats. Each episode of FEED uncovers the stories behind viral food trends, from renegade ramen to spice bags and “Britalian American” pizza.
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What to Expect in the FEED Series
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, famous for its banana brûlée.
Later episodes journey across the UK, exploring how viral trends often spring from unexpected cultural collisions or boldly reimagine homegrown dishes. Behind every trend lies a deeper story of migration, identity, innovation, nostalgia, and the ever-evolving tastes of a connected generation.
Why Viral Food Trends Matter
Viral food trends are not just about aesthetics or novelty; they reflect broader societal shifts. They highlight how digital platforms democratize food culture, allowing niche creators to reach global audiences. This series showcases the hustle and innovation of small businesses that thrive thanks to the internet.
At the end of each episode, Jimi creates his own recipe using ingredients from Sainsbury’s Taste the Difference, adding a practical twist for viewers who want to recreate these trends at home.
Key Takeaways from FEED
- Social media accelerates the spread of culinary ideas, creating new food movements.
- Viral trends often fuse diverse cultural influences, leading to unique hybrids.
- Small businesses can achieve global recognition through digital platforms.
- Each trend has a deeper narrative about migration, identity, and innovation.
- Home cooks can recreate these trends with accessible ingredients and recipes.
Comparison: Traditional Food Media vs. Viral Food Trends
| Aspect | Traditional Food Media | Viral Food Trends |
|---|---|---|
| Reach | Limited to print or scheduled TV | Instant global reach via social platforms |
| Speed | Slow production cycles | Rapid trend cycles, often weekly |
| Creators | Established chefs and critics | Home cooks, street vendors, and influencers |
| Cultural Impact | High but slow to evolve | Fast, dynamic, and often disruptive |
How to Watch FEED
The series premieres on Thursday, 30 July, with new episodes released weekly. Viewers can watch on The Guardian’s website and social media channels. Each episode runs approximately 15–20 minutes, perfect for a quick culinary escape.
Whether you’re a foodie, a home cook, or simply curious about modern food culture, FEED offers a fresh perspective on how we eat today. Don’t miss the chance to see Jimi’s passion for food trends in action.
FAQ
What is the FEED food video series?
FEED is a six-part video series from The Guardian, hosted by restaurant critic Jimi Famurewa, exploring viral food trends across the UK. Each episode features interviews with chefs and creators, plus a recipe inspired by the trend.
Who is Jimi Famurewa?
Jimi Famurewa is a MasterChef judge and restaurant critic for The Guardian, known for his deep curiosity about food trends and dining culture. He brings his expertise and enthusiasm to FEED.
Where can I watch FEED?
FEED is available on The Guardian’s website and social media channels. New episodes premiere weekly starting 30 July.
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