Foodies are SORTED: Tesco partners with SORTEDfood, Europe's largest cooking community on YouTube

26 Jun 2014

Tesco has partnered with SORTEDfood, one of the world's largest social media cookery channels, to help inspire a new generation to fall in love with cooking and food. The partnership, which is a media first, will showcase Tesco’s passion for food.

Tesco has partnered with SORTEDfood, one of the world's largest social media cookery channels, to help inspire a new generation to fall in love with cooking and food.  The partnership, which is a media first, will showcase Tesco’s passion for food.

The SORTEDfood team

The SORTEDfood team

SORTEDfood has over 800,000 subscribers on its YouTube channel, with over 4million monthly views. With many video recipes the result of the SORTED community's suggestions or requests, engagement levels are the highest of any food based YouTube channel.

Originally school mates, Ben, Barry, Jamie & Mike now dedicate all their time to running the channel where they release video recipes every few days to share with everyone from first time cooks to passionate foodies. Simple recipes are complemented with a heavy dose of entertainment, and tips or twists are often suggested by the community.

Tesco’s first content will focus on cooking with everyday essentials and products where prices are down and staying down.  This is one of the areas where customers said they wanted some inspiration, so Tesco challenged the SORTED team to develop three unique recipes using ingredients like fresh chicken, tomatoes, cucumbers, eggs and milk. The video will air for the first time on a bespoke air slot between the National and Regional news on Thursday 26 June, and will be supplemented by a full video recipe released online.

Simple recipes are complemented with a heavy dose of entertainment

Simple recipes are complemented with a heavy dose of entertainment

Leonie Foster, Customer Communications Director at Tesco comments, “We’re delighted to be partnering with SORTEDfood. We know our customers love tasty, simple and delicious recipes and are always looking for great value meal solutions. So whether a first timer or an experienced cook, customers will find something that they enjoy cooking. We’re inspired by the creativity of the SORTED team and hope our customers are too!”

Barry Taylor of SORTEDfood said, “Working with Tesco is a great way to amplify what we do and connect with an even wider community, hopefully encouraging them to get in the kitchen and try something new.”

The SORTED team recently joined a Tesco Farm to Fork trail, which takes primary school children to Tesco stores and suppliers’ farms and factories to learn where their food comes from. So far over 120,000 children have taken part. Watch the film here.

Notes to Editors

To watch the first advertorial, click here: https://www.youtube.com/watch?v=2Zmbu76e1VY&feature=youtu.be

To see these videos and loads more from SORTED, visit www.tesco.com/sortedfood.

For more information please contact the Tesco Press Office on
01992 644645

We are a team of over 500,000 people in 12 markets dedicated to providing the most compelling offer to our customers.