Cook, Snap, Post, Repeat

Forget celebrity TV chefs, bloggers and social media outlets are providing inspiration for the nation of cooks. Photographing food has become a hobby of the general public and this new form of communication has affected the way the food industry operates.

British cuisine has often been defined by tea, beer, crumpets and the classic roast dinner. However, nowadays many people are experimenting with their food, seeking tasty and unique ingredients to jazz up their meals, and are beginning to share creations on social media outlets.

Through the increase of social media outlets, people want to share their own handiworks. In a study on 2,000 respondents conducted by Applewood® Cheese, respondents answered that the rise of social media made an impact on their cooking habits. Over half of Brits (51.4%) admitted that social media plays a role in deciding what to cook. A quarter of the UK population (25.2%) claims that it is influenced by recipes posted on blogs and social media sites such as Instagram.

Growing up, children are told not to play with their food. However, today the food industry has created a new trend by breaking this rule and has encouraged interesting experimental flavours. Creating hybrid foods like the Cronut is at the far end of the spectrum, but even enhancing a burger with a smoky cheese or a unique blend of meat is a new concept.

The British are often seeking something new and exciting, dishes that have unforgettable flavours. One ingredient that can be found in many dishes is cheese. Recent research conducted by Kantar Worldpanel on behalf of DairyCo UK, revealed that 98.7% of all British households purchase cheese throughout the year.

Looking deeper into the cheese industry, companies are also experimenting with their traditional flavours. They aren't looking at traditional Cheddars,Parmesans or blue cheeses any longer. At an average supermarket, restaurant or even farmers market the types of cheeses range from smoky spreadable to lychee goat cheese or even chocolate sharp Cheddar.

According to Instagram,(over 100 million users) “#foodporn” has over 29,000,000 posts while “#yum” has over 28,000,000. This obsession has also reached Twitter; accounts such as “@WOWFoodPics” or “@Food” were created just to share recipes, food humour and photographs.

The food culture in Britain is ever-changing. Consumers are experimenting more and more, not only with new ingredients but also taking their passion for food to the next level and sharing it with the rest of the world.

•Applewood® is available nationwide in selected Tesco, Sainsbury’s, Asda, Morrisons, Waitrose and Co-Operative stores as well as online at Ocado

•For further information and recipe inspiration visit

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