Waitrose has launched a new long-form YouTube content series, Food Lovers Uncut.
The monthly series is hosted by food influencer Will Hughes and focuses on visiting the homes – specifically the kitchen – of well-known personalities with a passion for food. The format aims to prioritise authenticity over production polish, showcasing “raw, imperfect, and real kitchens” rather than highly styled environments.
The first episode features actor Connor Swindells, known for roles in Sex Education and SAS Rogue Heroes. The episode explores his personal food preferences, including a “secret sweet tooth,” an interest in gut-health-focused foods, and a look inside his kitchen tools and habits.
Hughes said: “I’m a big old food lover, as are most of the people I’m fond of. So this is a brilliant chance for me to meet new people – who happen to be really famous – and talk to them about their love of great eating. I think it’s a fantastic premise for an entertaining show, and hopefully it will give audiences a better look into the lives and cupboards of their favourite people off the telly and the like.”
New episodes will be released monthly on YouTube, supported by shorter-form clips distributed across social media platforms. Waitrose said the initiative reflects growing demand among its audience for longer-form, personality-led content.
Sarah Hood, social marketing lead at Waitrose, said: “We know our audience loves getting a glimpse behind the scenes, and Food Lovers Uncut is our way of inviting them right into the most personal room in a home: the kitchen. This series is all about authentic stories and the real passions of famous food lovers. It’s the perfect deep-dive entertainment for anyone obsessed with food and the real lives around it.”
The retailer described the series as part of a broader push to deliver “richer storytelling and cultural relevance” through its content strategy, as it seeks to deepen engagement with food-focused audiences. The company has already enjoyed success online with popular food-based podcast The Dish.
