Waitrose is making a return to long-form branded content with the launch of Food Lovers Uncut, a new YouTube series designed to bring audiences inside the real kitchens of high-profile personalities.

Hosted by food influencer Will Hughes, better known as What Willy Cook, the series aims to move away from highly curated food content, instead focusing on authenticity and personal storytelling. Each episode explores the kitchens of well-known figures, highlighting their food habits, culinary quirks, and the emotional connections tied to their most-used space in the home.

Actor Connor Swindells, known for his roles in Sex Education and SAS Rogue Heroes, fronts the first episode.

The instalment explores his approach to food, including a focus on gut-friendly eating, a self-confessed sweet tooth, and a look through his kitchen essentials, including the somewhat unexpected presence of a traditional Scottish spurtle.

Hughes said the format is designed to tap into the universal appeal of food as a social connector: “We all love a bite, and nothing brings us together like food. This is a chance to meet new people – who happen to be really famous – and explore that shared passion in a genuine way.”

New episodes will roll out monthly, supported by shorter-form social content to extend reach and engagement across platforms.

The series marks a strategic shift for Waitrose, as it looks to deepen engagement with its audience through more immersive, personality-led content.

The retailer is betting on longer-form storytelling to complement its broader brand platform, leaning into cultural relevance and entertainment as a means of strengthening its connection with food-focused consumers.

Sarah Hood, social marketing lead at Waitrose, said the initiative is rooted in growing demand for more authentic, behind-the-scenes content: “Food Lovers Uncut is our way of inviting audiences into the most personal room in a home. It’s about real stories and genuine passion for food.”

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