Scroll through Instagram or TikTok, and you’re just as likely to find a reality star whipping up pasta as a Michelin-starred chef. In a digital-first world, the line between food expert and food entertainer is blurring – and the kitchen has never been more crowded. 

Foodfluencers have revolutionised the way we discover recipes and dive into food trends. But with all this digital influence, a big question arises: are foodfluencers real chefs, or are they simply masters of style and social hype?  

In this blog, we’ll explore the role of foodfluencers in today’s culinary world, how their brand collaborations are driving trends, and where the worlds of professional chefs and media stars are colliding. 

 So what is a foodfluencer?  

A foodfluencer is a food-loving content creator who dishes out their culinary passion across social platforms like Instagram, TikTok, and YouTube shorts. From mouthwatering recipes to restaurant reviews and clever cooking hacks, foodfluencers captivate their audiences with vibrant visuals and tasty storytelling. Think of them as the modern-day food explorers.  

How brands are using them – Supermarket collaborations 

Leading retailers like M&S have mastered the art of blending professional chefs with media personalities to create engaging content that resonates with consumers. For instance, Made in Chelsea star Binky Felstead has transitioned seamlessly from reality TV fame to becoming one of M&S’s leading recipe creators. Her accessible and inspiring content, like Binky Felstead’s Chicken Soup recipe available on the M&S website, showcases her talent in making home cooking relatable to everyday consumers. 

Similarly, M&S has also ventured into the music world by teaming up with Marvin Humes, former JLS member and Celebrity Get Me Out of Here star. Marvin’s spin on a classic minestrone soup packed with fresh vegetables and family-friendly flavours has been celebrated on social. The recipe that feeds up to eight is a testament to Marvin’s flair for reimagining simple dishes. 

Through collaborations, supermarkets like M&S have managed to bridge the gap between the expertise of professional chefs and the approachability of foodfluencers and TV stars. Offering that expert cooking knowledge and recipes that are practical, achievable and affordable, demonstrates that gourmet cooking shouldn’t just be confined to fine dining in a restaurant. 

When Chefs go digital 

At Kitchen by Liquid, we’re witnessing the blending of culinary expertise and digital influence in action. James Golding, Chef Consultant, exemplifies this trend through his role as host of The Maple Podcast for Maple from Canada. Based right from our kitchen in Birmingham, Golding shares his insights on sustainable and seasonal eating, highlighting ingredient sourcing, cooking techniques and how Canadian maple syrup can elevate fresh produce.  

His dual role as both chef and social figure reflects the growing trend of chefs embracing digital platforms to engage wider audiences. The Maple Podcast offers expert cooking advice while also fostering important conversations around sustainability, an issue close to today’s conscious consumers. 

Another great example is The Dish Podcast, hosted by Nick Grimshaw and Angela Hartnett OBE, where the guest list features a fantastic mix of media stars and culinary talent, making each episode a vibrant blend of food, pop culture, and personal stories. Recent episodes have featured stars like Simone Ashley, the breakout star of Bridgerton. Billy Porter, award-winning actor, singer and fashion icon, joins the conversation using his platform to champion inclusivity, self-expression, and LGBTQ+ rights. 

Together, these media personalities bring fresh, powerful perspectives, while Angela Hartnett serves up mouthwatering dishes crafted with Waitrose ingredients and recipes, giving viewers a taste of creativity at every turn. This type of collaboration exemplifies how brands can seamlessly unite celebrity influence, culinary expertise, and authentic storytelling to captivate audiences, elevate recipes and spark meaningful engagement. 

Collaboration over competition 

The rise of foodfluencers does not negate the role of professional chefs, rather it signals a shift in how we interact with food. Foodfluencers have made cooking more accessible, encouraging a wider audience to explore new recipes and food trends. Meanwhile, professional chefs continue to set the standard for technical skills and culinary artistry. 

Both foodfluencers and chefs have an essential place in the evolving food landscape and the kitchen is no longer a space exclusively for professional chefs. Foodfluencers bring relatability, creativity, and immediacy to the food conversation, while chefs offer depth, tradition, and expertise. Rather than existing in competition, these two forces can and are working together to create a more dynamic and inclusive food culture. 

Want to bring your food brand to life with content that connects? Whether you’re a chef, a foodfluencer, or a brand looking to blend both worlds—we’ve got the space, the team, and the appetite to make it happen. Reach out at info@weareliquid.com