Food influencer marketing works. That much is clear. The challenge? Finding the right fit for your brand in the ever-evolving UK landscape.
UK consumers spend an average of over 90 minutes a day on social media. They don’t just scroll: 49% purchase or try new products based on influencer recommendations, according to the Sprout Social Influencer Marketing Report.
Food is a consumer favourite across the UK. Influencers can help your brand stand out with mouthwatering content that serves as a trustworthy, actionable review. But quality is not guaranteed.
Some creators offer reach without trust. Others have high trust, but their ethos doesn’t align with your brand—or your specific food niche.
If you’re marketing to UK audiences, the food influencer scene is bursting with talent who have a pulse on trends across the country. It’s time to find your perfect partnership.
Must-know food influencers in the UK
Before diving into the full list, look at these 10 standout food influencers you need to know. These creators have some of the biggest and most influential platforms in the UK food scene:
Deliciously Ella (@deliciouslyella)
Instagram: 2.4M
Facebook: 496K
TikTok: 132K
YouTube: 300+K
(Source: Instagram)
Ella Mills has built an empire around plant-based eating and wellness. Her approachable style to healthy, wholesome food, coupled with her successful product lines and deli, makes her a trusted voice for health-conscious consumers in the UK seeking delicious and nutritious options.
MOB Kitchen (@mobkitchen)
Instagram: 3.3M
TikTok: 1.5M
YouTube: 189K
Facebook: 653K
(Source: Instagram)
Known for their “feed four for under a tenner” ethos, MOB Kitchen has democratized cooking for a younger, budget-conscious audience in the UK. Their easy-to-follow, vibrant video recipes are incredibly popular, appealing to students and young professionals looking for tasty and affordable meals.
Poppy O’Toole (@poppy_cooks)
TikTok: 4.8M
Instagram: 1.3M
YouTube: 74K
(Source: YouTube)
A former Michelin-trained chef turned TikTok sensation, Poppy O’Toole brings professional culinary skills to everyday home cooking with a fun, accessible twist. Her “potato queen” status and engaging personality make her a favourite for those wanting to elevate their home cooking without complexity.
Nathan Anthony (Bored of Lunch) (@boredoflunch)
Instagram: 2.8M
TikTok: 1.3M
Facebook: 1.1M
(Source: Instagram)
Nathan Anthony, creator of ‘Bored of Lunch,’ has taken the UK by storm with his incredibly popular slow cooker and air fryer recipes. His focus on simple, accessible, and budget-friendly meals resonates deeply with busy UK households, making him a go-to for everyday cooking inspiration.
Thomas Straker (@thomas_straker)
TikTok: 1.9M
Instagram: 800K
YouTube: 454K
Source: YouTube
A professional chef bringing high-quality, restaurant-style cooking to social media, Thomas Straker’s “All Things Butter” series and engaging, quick-cut videos have gained him a significant following. He appeals to foodies looking for elevated culinary inspiration and professional tips.
Dr. Megan Rossi (@theguthealthdoctor)
Instagram: 577K
TikTok: 2.4K (growing)
Facebook: 25.3K
(Source: Instagram)
As a registered dietitian and gut health expert, Dr. Megan Rossi provides evidence-based advice on nutrition. Her accessible approach to complex scientific topics, particularly gut health, makes her a highly trusted figure for brands focused on wellness, functional foods, and health-conscious eating in the UK.
Chetna Makan (@chetna_makan)
Instagram: 721K
YouTube: 348K
Facebook: 90K
(Source: Instagram)
A Great British Bake Off alum, Chetna Makan is renowned for her accessible Indian-inspired baking and cooking. Her warm, clear instructional style and authentic recipes appeal to a growing audience in the UK interested in diverse flavours and home baking.
What Willy Cooks (@whatwillycooks)
TikTok: 333K
Instagram: 742K
(Source: YouTube)
Willy, known for his straightforward and often humorous approach to cooking, caters primarily to students and young adults looking for easy, comforting, and affordable meals. His relatable content and simple recipes have built a dedicated following among those just starting their culinary journey.
James Hoffmann (@jameshoffmann)
YouTube: 12.1K
Instagram: 780K
TikTok: 477K
(Source: YouTube)
A true authority in the coffee world, James Hoffmann is a World Barista Champion, author, and highly respected content creator. His in-depth reviews, brewing guides, and exploration of coffee culture make him the go-to expert for serious coffee enthusiasts and brands within the specialty coffee sector in the UK and beyond.
Emily English (@emthenutritionist)
Instagram: 2M
TikTok: 865K
YouTube: 1.1K
(Source: Instagram)
As a qualified nutritionist, Emily English focuses on creating delicious, balanced recipes that promote sustainable healthy eating. Her visually appealing content and practical advice on food science make her a trusted source for individuals looking to improve their diet without sacrificing flavour.
The food influencer marketing landscape
The UK food scene on social media is naturally vibrant and diverse, reflecting the nation’s passion for everything from heritage dishes to global innovation. Food influencers in the UK typically emphasise not just recipes, but also the story behind the food, sustainability, and accessible cooking, resonating with audiences across all age groups.
Credibility is paramount. The era of overly polished, unattainable gastronomy is over. This shift has paved the way for honest product reviews, realistic cooking journeys, and a more holistic approach to food. Home-grown trends like sustainable eating, ‘grow your own,’ and ethical sourcing are significant. There is also a strong focus on affordable, plant-based, and healthy meals. Creators aren’t just posting recipes; they are building communities around shared culinary experiences, dietary choices, and the simple joy of food.
Before starting your outreach, research trends in the food industry. Some exciting things to look out for right now include:
- Conscious consumerism as a core value in sourcing of food and reduction of waste.
- Non-alcoholic drink pairings that elevate dining experiences.
- Affordability for both restaurants and diners.
With plenty of trends to explore, you are probably eager to start drafting those intro emails to influencers. Before diving in, you need a social strategy that includes an Instagram influencer marketing plan.
How to choose UK food influencers
Any UK food influencer your brand partners with should check these important boxes:
- Audience demographics: Review their audience data (or request a media kit) to ensure alignment with your target market.
- Performance metrics: Examine engagement and other key influencer marketing metrics. Quality over quantity is essential here. Micro and nano influencers won’t have millions of followers, but they often command a much higher engagement rate than mega influencers.
- Previous brand partnerships: Look through their history to gauge alignment with your brand values. Partner with authentic, transparent creators who will not risk their audience’s goodwill—or non-compliance with the Advertising Standards Authority (ASA).
ASA guidelines govern both influencers and the brands they work with. The ASA website has specific platform guidelines and content types that you should review before embarking on a new campaign. The rule is simple: Every piece of content posted on your brand’s behalf must be clearly marked as advertising.
Top food influencers in the UK
Discover more UK food influencers leading the pack in exploring restaurants, cooking and more. They range in following size, but never lack creativity.
Daniel John (@daniel_johneats)
Instagram: 12.7K
(Source: Instagram)
Daniel’s feed is filled with photos of his recipes and meals he enjoys at restaurants in London and beyond. His food styling skills are apparent, and he helpfully includes full recipes for the dishes he creates in the post captions so you can experiment at home.
Vena Gao (@vernahungrybanana)
Instagram: 391K followers
(Source: Instagram)
Verna’s at-home cooking content took off during the COVID-19 pandemic, and she’s since published a cookbook featuring delicious Asian recipes. In her cooking and meals at restaurants, Verna often focuses on Chinese food but explores all kinds of cuisine. If you live in London, you may be lucky enough to catch her at one of her supper clubs.
Maya Aweida (@sorrynotsalad)
Instagram: 10k followers
(Source: Instagram)
A Time Out Tastemaker, Maya spotlights the best of London’s food scene through fun videos. As her Instagram handle suggests, you won’t find many salads in her feed,but you will find delectable bowls of noodles, plates of sushi and pasta of all kinds.
Anja Maršić (@hungry_anja)
Instagram: 158K followers
TikTok: 38.7K followers
(Source: Instagram)
Anja’s background is in recipe development. Across Instagram, TikTok and Facebook, her audience is treated to daily recipe videos featuring everything from risotto to burrata-piled baguettes to breakfast crepes.
Christy Lam (@the_lazyfoodie)
Instagram: 267K followers
(Source: Instagram)
If you love coffee, Christy Lam’s feed will be a dream come true. Though she includes beautiful photos of a variety of food, coffee shops and the drinks and pastries inside are her specialty. Espresso and sweet treats are always in style with Lam.
Nigella Lawson (@nigellalawson)
Instagram: 3 million followers
Twitter: 2.7 million followers
Facebook: 2.2 million followers
Pinterest: 1.7 million followers
YouTube: 364K followers
(Source: Instagram)
Including Nigella Lawson on an influencers list might be cheating a bit. She is, after all, a true powerhouse in the UK food world and has been since the mid 90s. A food critic, author, TV show host and more, Nigella’s social media presence combines her cooking adventures with restaurant visits, cookbook reviews and life updates for her fans.
Pippa Perriam (@eatinburgh)
Instagram: 109K followers
(Source: Instagram)
Scotland-based Pippa has a knack for branding and curating the best restaurant picks in any city she visits. Her Instagram posts highlight her unique style and color palette. She also offers reasonably priced foodie maps of various cities to aid her followers’ own adventures.
John Gregory Smith (@johngs)
Instagram: 836K followers
TikTok: 414.7K Followers
(Source: Instagram)
John is a chef and prolific cookbook author who frequently appears on the BBC’s Morning Live. On his feed, you’ll find relatable cooking videos that show you each step of the process. Follow along as he makes what he refers to as “face plant food.”
Thomasina Miers (@thomasinamiers)
Instagram: 132K followers
(Source: Instagram)
Thomasina is no newbie to the UK food scene, having published seven cookbooks. She cares deeply about where our food comes from, and shares recipes in her regular Guardian Feast column. Many of the recipes she shares are inspired by her frequent global travels.
Shamsa (officiallyshamsa)
YouTube: 159K followers
(Source: YouTube)
Shamsa is a unique inclusion on this list as YouTube is her main platform. With seven children, her days are busy, and she shares her tips for cooking delicious family meals. Shamsa also shares recipes connected to her culture, including menus for holidays like Ramadan.
UK vegan food influencers
Need vegan food inspiration that doesn’t sacrifice flavor? Look no further than these five plant-based UK food influencers:
Gaz Oakley (@gazoakley)
YouTube: 1.6 million followers
Instagram: 1.2 million followers
TikTok: 1.4 million followers
(Source: Instagram)
Gaz is a vegan chef and homesteader, so most of his recipes include ingredients he’s grown in his garden or foraged nearby. In addition to drool-worthy cooking videos, Gaz offers foraging and herbal education in his content.
Lucy Parker (@lucy_and_lentils)
Instagram: 254K followers
(Source: Instagram)
Scrolling through Lucy’s posts will have you hungry even if you’re not vegan. Her recipes are simple and easy to follow, but add a level of elegance to everyday cooking. You can find recipes for everything from breakfast to dessert and all that comes in between.
Harriet Porterfield (@bos.kitchen)
Instagram: 201K followers
(Source: Instagram)
Harriet is a self taught cook and published her first cookbook last year. She advocates eating “the rainbow” and her videos feature naturally beautiful food full of color. Her vegan, healthy food doesn’t skimp on aesthetics.
Paul Kerton (@hench_herbivore)
Instagram: 52.4K followers
YouTube: 50K followers
(Source: Instagram)
Paul is a personal trainer who is passionate about showing vegans how to live a plant-based lifestyle while building muscle and staying fit. His posts include fitness advice as well as recipes with full macronutrient breakdowns.
Bettina Campolucci Bordi (@bettinas_kitchen)
Instagram: 159K followers
(Source: Instagram)
Bettina’s content is like sitting at her kitchen table. She has a niche as a retreat chef, cooking for people who are spending time in a space dedicated to better health and wellness. She also leads trainings for others who dream of cooking up gourmet meals for retreat guests.
UK street food influencers
Street food is popular in the UK thanks to a melting pot of cultures. Here’s a handful of influencers who can guide you to the best of the best.
British Street Food Awards (@britishstreetfoodawards)
Instagram: 15.2K followers
(Source: Instagram)
Award-winning food journalist Richard Johnson is a street food guru. He launched the British Street Food Awards in 2009 to spotlight the movers and shakers in this specific food arena. The awards’ Instagram account often features videos of past award winners and potential newcomers.
Kar-Shing Tong (@ks_ate_here)
Instagram: 140K followers
(Source: Instagram)
Kar-Shing’s approach to food content is straightforward: Let the food shine. While you won’t see much of Kar-Shing himself, you will see plenty of tasty bites, many on-the-go, presented as if you are the diner enjoying the experience.
Anton Clark (@aton_of_food)
Instagram: 95.6K followers
Source: Instagram
If you’re looking for recommendations on the absolute best street food in London (and beyond), Anton will be your new favorite Instagram follow. Scroll through videos and photos of burgers, sandwiches, birria tacos and dim sum—prepare to get hungry.
Toby Inskip (@eatingwithtod)
Instagram: 2.1 million followers
TikTok: 472.8K followers
(Source: Instagram)
Toby is a burger enthusiast, but loves uncovering hidden gems for all types of cuisine. One of his recent posts highlights a secret backyard Caribbean kitchen, while another showcases the smallest BBQ restaurant in the UK.
Cooking influencers in the UK
Follow these influencers to find your next favorite recipe.
Shelina Permalloo (@shelinacooks)
Instagram: 332K followers
TikTok: 101.2K followers
(Source: Instagram)
A past Master Chef winner and cookbook author, Shelina’s warm and inviting personality comes through in every recipe she does. As a mom, she’s focused on sharing meals the entire family will enjoy that you can easily make at home.
Nigel Kabvina (@simplyni_)
TikTok: 4.5 million followers
Instagram: 1.2 million followers
(Source: TikTok)
Nigel is a foodie force on TikTok, where his most viewed video has been seen 57 million times. He’s a mixologist, and puts together recipes that pair with his unique cocktails. He always sets the stage in his picturesque home, often with fresh flowers.
Nina Parker (@antoninaparker)
Instagram: 117K followers
(Source: Instagram)
Nina’s recipes are veggie heavy, and include plates piled wonderfully high with pasta. Her videos put the food front and center, which usually features simple ingredients. Nina also shares meals from her travels.
Emily Leary (@amummytoo)
Facebook: 97K followers
Instagram: 37.8K followers
(Source: Fecebook)
If you’re looking for a UK food influencer who can get you in front of a Facebook audience, Emily may be a great fit. It’s her largest platform, but she shares her cooking and baking recipes across multiple channels. You’ll find plenty of chocolate on her pages, with cupcakes, brownies and cookies galore.
Ainsley Harriott (@ainsleyfoods)
TikTok: 380K followers
Instagram: 134K followers
(Source: TikTok)
Ainsley is a well-known chef and TV personality in the UK. His Ainsley Foods company brings Caribbean flavors to grocery store shelves with soups and meal kits. The recipes he shares with followers often use the hashtag #GoodMoodFood.
UK baking influencers
What is life without a sweet treat once in a while? If GBBO is your go to show and you want to try test your own skills, these influencers bring tons of baking inspiration.
Holly Jade (@thelittleblogofvegan)
Instagram: 814K followers
Facebook: 109K followers
Pinterest: 27.4K followers
(Source: Instagram)
You’d never guess from the creaminess each of her baked good photos exude that Holly is a vegan baker. Her vegan bakes are also perfect for people who have certain food allergies, including dairy and eggs. She’s also recently published a cookbook with her best recipes.
Matt Adlard (@mattadlard)
Instagram: 1 million followers
TikTok: 745.2 followers
Facebook: 575K followers
(Source: Instagram)
Matt is a familiar face as a host and judge on several Food Network shows, including Christmas Cookie Challenge. He’s a self-taught pastry chef and runs an online baking school. Among photos of his beautiful, polished desserts, you’ll also occasionally find dinner recipes.
Jemma Wilson (@cupcakejemma)
YouTube: 2.48 million followers
(Source: YouTube)
Jemma owns Crumbs & Doilies, a London bakery, and shares behind the scenes videos and full recipes of many of the shop’s creations. The Cupcake Jemma YouTube channel is one of the most popular baking channels on the platform. Her bakes are colorful, and include any type of pastry you could hope for.
Jane Dunn (@janespatisserie)
Instagram: 972K followers
YouTube: 65.8K followers
(Source: Instagram)
Jane is the bestselling author of three cookbooks, and her recipes invite you to make every day a celebration. Whether you’re baking for a special occasion or just want some really good cookies for yourself, Jane’s recipes are the perfect go to. She occasionally includes vegan options as well.
Benjamina Ebuehi (@bakedbybenji)
Instagram: 203K followers
Substack: 10K subscribers
Source: Instagram
Benjamina appeared on the Great British Bake Off at just 23, and has since become a popular baking influencer. Her recipes include the fluffiest cakes and indulgent frosting. Fans can also subscribe to her Substack, which has around 10,000 followers.
Cook up a tasty social media strategy with food influencers
The world of UK food influencers is brimming with foodies of all kinds, from celebrity chefs to self-taught home cooks. They have a lot to offer your brand, no matter what part of the food industry you sit in.
As you get started with influencer marketing, we recommend making sure you have the right support in place. These influencer marketing tools will help you find, connect and collaborate with food influencers that will make your next campaign absolutely delicious.
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