Top Food Influencers UK: Tastemakers To Know In 2025

In the world of food & drink, one thing is clear… food influencers in the UK matter.

If you want to grow your food or drink brand online, the right influencer can help you get in front of thousands (sometimes millions) of potential customers, drive real traffic to your website, and most importantly, actually shift product.

And while we haven’t sat down with every foodie creator in the UK, we’ve worked with a couple of them ourselves and seen firsthand the impact of authentic influencer marketing.

So, whether you’re looking for recipe inspiration, lifestyle content, or viral food moments, here are 5 of the top UK food influencers you need to know.

Why food influencers matter for your brand

Let’s cut through the noise. People trust people, not ads. When an influencer they follow shares your product, it feels personal. It builds credibility in a way traditional marketing can’t.

With the rise of Instagram, TikTok, and YouTube, UK food influencers are shaping trends, inspiring recipes, and influencing buying decisions every day. The good news? You don’t need to partner with celebrity chefs to see results. The right niche creator can be even more powerful.

1. Jane’s Patisserie: @janespatisserie

Known for her indulgent bakes and relatable recipes, Jane Dunn has built a loyal community of baking enthusiasts. With over 1.5 million Instagram followers and multiple bestselling cookbooks, she’s one of the biggest names in UK baking.

We were proud to design and develop Jane’s website to help bring her online brand to life.

Best for: Sweet treats, baking brands and kitchen equipment.

2. Poppy Cooks: @poppycooks

Michelin-trained chef Poppy O’Toole took TikTok by storm with her viral potato recipes. She’s fun, down-to-earth, and her content resonates across generations.

We also worked on Poppy’s website to help showcase her incredible content and talent online.

Best for: Fresh ingredients, comfort food and cooking essentials.

3. Becky Excell: @beckyexcell

The UK’s go-to gluten-free guru, Becky Excell is a game-changer for coeliac-friendly brands. Her recipes prove that gluten-free doesn’t mean boring.

Best for: Free-from food brands, health-conscious products, and baking.

4. Mob: @mob

More of a community than an individual, Mob has exploded on social media with quick, delicious, budget-friendly recipes. Their content is slick, fun, and made for sharing.

Best for: Gen Z and Millennial audiences, convenience food and meal kits.

5. The Little Blog of Vegan: @thelittleblogofvegan

Holly Jade creates stunning plant-based desserts and has built a huge following among the vegan and dairy-free community. Her content is as beautiful as it is delicious.

Best for: Vegan brands, dairy-free products, and sweet treats.

How to work with food influencers in the UK

We’ve worked with influencers to help our food & drink clients grow online, and here’s what we’ve learned:

Sponsored Content: From recipe reels to static posts.
Gifting: Sending product in exchange for potential features (no guarantees, but great for seeding).
Recipe Development: Co-create branded recipes that audiences love.
Giveaways: Boost reach and engagement while driving new followers.
Long-Term Partnerships: Build genuine relationships that grow over time.

If you’re not sure where to start, we always say: keep it real. Audiences can spot an awkward collab a mile off. The best partnerships feel natural and authentic.

We’ve shared more digital marketing ideas here that work beautifully alongside influencer campaigns.

You can also explore how we help brands through our consultancy services and food marketing agency expertise.

Influencers are just one part of the puzzle

Working with influencers is powerful, but it’s only one piece of the digital marketing mix. For real, long-term growth, you need to combine it with channels like:

Email marketing (which we’re big fans of!)
Paid social media ads
SEO, content, events, and more.

If you’re curious about building a multi-channel strategy that actually works, get in touch with us – we’re always happy to chat (no fluff, no jargon).

Final thoughts

Influencer marketing works when it’s authentic. It’s not about the biggest names or the flashiest content – it’s about finding creators who genuinely align with your brand and help you tell your story.

We’ve seen it work. We’ve made it work. And we can help you do the same.

Frequently asked questions

Who are the top food influencers in the UK? Some of the most popular food influencers in the UK include Jane’s Patisserie, Poppy Cooks, Becky Excell, Mob, and The Little Blog of Vegan.
How can food influencers help my brand grow? By partnering with influencers, food & drink brands can reach highly engaged audiences, build trust, and drive product sales through authentic content.
Where do UK food influencers share content? Most food influencers in the UK post on Instagram, TikTok, and YouTube, creating recipes, reviews, and branded collaborations.
What types of brands should work with food influencers? From artisan food producers to large-scale supermarkets, any brand looking to reach food-loving consumers can benefit from influencer partnerships.
Do I need a big budget to work with food influencers? Not necessarily. Micro-influencers or niche creators can offer great results for smaller budgets, especially when authenticity and community matter most.

Posted in Digital Marketing and tagged 2025, 2025 Growth, Advertising, Agency, Business, Campaigns, Captions, Clients, Collaboration, Digital Marketing, Digital Marketing Strategy, Digital Strategy, Food, Food & Drink, Food And Drink Marketing, Food Influence, Food Influencers, Food Influencers UK, Food Marketing Influence, Influencers, Instagram Influencers, KW Marketing, KW Marketing UK, Marketing, Social Media, Social Media Content Creation Agency, Social Media Marketing

The Cornish Jar

09:15 13 Sep 25

We have recently started working with Kate and her team at K W Marketing. Our experience so far has been excellent, they do exactly what they say they do. Everyone worked around the clock to get us to where we needed to be.

Charlotte Simonds

14:04 06 May 25

Kate and her team bring an exceptional level of thoughtfulness and precision to their work—uncovering what truly matters before artfully translating it into brand expression. For the reformer space, they crafted a brand that seamlessly blends creativity with conversion, creating real buzz and, more importantly, driving bookings. While our mission is to move people, Kate’s vision and execution profoundly moved us.

Dave Briggs

10:10 29 Jan 25

Kate spoke at the Building Brands marketing conference in Exeter, in November 2024, and was absolutely superb. I honestly couldn't have asked for someone to do better. The feedback that she received - both to her, and to us as the organisers - was especially pleasing and hopefully gave her a really good shot of confidence too! She was brilliant - really engaging, knew her stuff, and gave the attendees some great tips and advice too. Couple of people have been speaking to us about it even now - 3 months later!

Huge thanks Kate, looking forward to getting you along to more events in the future too!

Kate and her team are fabulous by the way. Definitely happy to recommend them!

Christian William Horne

18:58 20 Nov 24

Working with Kate and the team at KW Marketing has been a game-changer for our business. Their expertise in growth-focused marketing has helped us reach new levels, and the results speak for themselves. From strategy to execution, they’ve been hands-on every step of the way, driving real impact on our growth journey. Highly recommend!

John Sheaves

09:05 11 Oct 24

In the modern world of digital marketing which is now a prerequisite for getting your product or service to market, you need professional support from a professional agency. Kate and her team are just that. They have worked with us for the last few months and they have been a game changer and have opened our eyes to the art of the possible.

The power of their work? Well everybody now has a hand held device they are working from for business or pleasure-each person with an average daily screen time of about 3.5 hours - that’s a massive audience to reach digitally.

We have found Kate and her team professional, extremely knowledgable, positive and they don’t hold back, they get things done for you and move you forward. Great partners to work with.

Ben Stansfield

18:13 17 Aug 24

We have been working with the team for just over 6 months now and it's been fantastic. They are so engaged and passionate about the produce they are creating the content for which gives us huge amounts of trust in their work.

Alongside the huge energy they bring to calls, meetings and updates they are still very professional and everything is mapped it to a strategy and recorded to enable us to look back through and see what works and doesn't.

Overall, great company to work with and they are amazing at what they do!

EmmaLouiseI7

14:24 25 Apr 24

The FUEL marketing event we attended was really useful. We gained a few more ideas of ways to help elevate our small, independent icecream business and came away feeling inspired and motivated. Thankyou again for having us

Serena Slatter

12:49 15 Apr 24

HUGE thank you to KW Marketing for all of your help, for being a brilliant female founder yourself, and for believing in our movement!

Ria Ball

15:17 01 Mar 24

It has been a breath of fresh air working with Kate. She quickly got to grips with what it was our business needed and then made some very clear recommendations. Once we agreed on the project she delivered it seamlessly whilst providing useful updates throughout. I felt that she was very aware of all the pressures on me as a business owner and went out of her way to keep things straight forward. The result is that I now have a framework for our email marketing and after a thorough handover I am really looking forward to generating some results.

Nigel Wright

16:53 14 Feb 24

Kate and the team worked incredibly hard for us throughout our Christmas email and social
Media campaigns, providing results to match(especially from the email campaigns). Their energy and enthusiasm knows no limits and we will most definitely be using their services again in the future.

Browella Beauty

14:16 08 Aug 23

Since February this year we have been working closely with Hannah, at KW Marketing, we cannot fault her or the team at all, no job is too big for them. We love that they send us over a content plan every month so then we can check what is going to be posted. Again Thank you to Kate, Hannah, and their amazing team x

Chloe Farrant

21:56 11 Jul 23

I recently attended the Uncovering Opportunities Workshop with Kate, and it left me feeling clear, focused, and motivated to take the next steps in my business. In just a short session, Kate demonstrated a deep understanding of my business and my goals, and I now feel excited and confident to embark on this journey with her by my side. Highly recommend!

Aushi Meewella

18:40 07 Dec 22

Kate and her team have been absolutely fantastic - incredibly professional, dedicated and they go above and beyond what is expected. We are thoroughly impressed and could not recommend them more.

Julia Mazorodze

10:34 26 Oct 22

Kate and Mela are a dreamteam. When we went back to KW Marketing (after previously working with Kate) to cover a period without a digital colleague, it was like working with old friends, who cared deeply about our cause and success.
Despite being new to us, Mela got up to speed with the complexities of our international NGO quickly, and took away all the concern you might have about someone external publicly representing a nuanced cause - it felt like having someone on the inside. Great job, thank you so much KW Marketing.

Chris Yandell

12:29 06 Dec 21

Kate's great digital Marketing knowledge has shaped the digital foot print for our business. Kate goes above and beyond to support us and our business showing genuine care and passion for what we do. I can highly recommend Kate for any business wanting/needing to shine online.

Lucy Adams

18:47 12 May 20

Kate started working with our company around three months ago and she has been absolutely amazing. It's not just her expertise (which is fab) and her drive and energy (impressive) - it's also that she 'got' us from day one and became an essential part of our small team almost immediately. She has made a massive difference to our social media marketing campaigns but also adds value to lots of other aspects such as our brand and our content marketing. We came across Kate by chance (well, her strong Google presence really!) and we are so lucky to have as part of our team.

Neil Tinson

12:24 06 Mar 20

As an international charity, we needed a social media expert who could provide a high level of ongoing support with our digital channels. Kate was personally recommended to us and, having now worked with her for a few months, I’m not in the least bit surprised. She’s entirely reliable, always responsive, and is a joy to work with. Kate fully invests her knowledge, skills and energy into our work, and there’s no doubt she’s helping us raise our standards improving our results. Kate’s a crucial and appreciated extension of our team.