Waitrose is launching Food Lovers Uncut, a brand-new long-form content series, hosted by food influencer Will Hughes – better known as What Willy Cook. Get ready to snoop inside the most-loved room of the house.
Forget glossy, perfectly styled celebrity kitchens. This series is stripping things back. Food Lovers Uncut takes a deep dive into the homes and more importantly, the kitchens, of famous food fanatics. The focus is entirely on the quirks, passions, and deeply personal stories behind the people and their most intimate spaces. These are raw, imperfect, and real kitchens – no meticulously organised fridges or artfully styled shelves, just honest spaces that tell a true story.
First to open his home is Sex Education and SAS Rogue Heroes star, Connor Swindells. Get ready as Will dives deep to uncover Connor’s secret sweet tooth, his love of foods that nourish and promote good gut-health, and a raid of his kitchen drawers for his most prized utensils. And prepare to have your mind blown – you’re about to discover the mighty spurtle.
Will 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. We all love a bite, and nothing brings us together like food. 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.”
With a diverse line-up of talent from both the food and mainstream worlds, new episodes will roll out monthly, promising a feast of personality and inspiration for a broad audience of foodies. Each episode is a mini-feature, perfect for a deep-dive, and will be supported by shorter clips across social media to make sure you don’t miss a thing.
This exciting new venture sees Waitrose make a strategic return to long-form content, with the series airing monthly on YouTube. The move comes as Waitrose recognises its food-loving audience is hungry for longer, more in-depth entertainment that combines personality and storytelling.
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 who, like us, is obsessed with food and the real lives around it.”
Food Lovers Uncut is part of the continuing evolution of the new Waitrose brand platform, bringing richer storytelling and cultural relevance to its entertainment strategy.
