Sorted Food
Sorted Food
The Rise of a British Culinary Phenomenon
In the world of food content creation, few channels have managed to blend entertainment, education, and genuine friendship quite like Sorted Food. This British YouTube sensation has transformed from a simple idea born in a pub conversation into one of the most influential cooking communities on the platform, reaching millions of viewers worldwide with their unique approach to making cooking accessible and enjoyable for everyone.
From University Friends to YouTube Stars
The story of Sorted Food begins with four childhood friends from Hertfordshire who met at school and maintained their bond through university. Benjamin Ebbrell, Michael Huttlestone, Jamie Spafford, and Barry Taylor launched their YouTube channel on March 10, 2010, driven by a shared frustration with their peers' reliance on takeaways and microwave meals during their university years.[1] What set them apart from other cooking channels was their authentic dynamic—only Ben Ebbrell had formal culinary training, while the others represented the everyday home cook struggling with basic kitchen skills.[1]
The channel's origins trace back to their earliest videos in 2008, which were initially created as simple advertisements for their self-published student cookbook. However, these humble beginnings on YouTube would eventually evolve into something much more significant than anyone could have anticipated.[3] The founders recognized early on that creating engaging, entertaining content was far more effective than traditional hard-sell marketing approaches.[3]
Team Evolution and Professional Growth
As Sorted Food gained momentum, the team expanded strategically to enhance their culinary expertise. Around 2014, James Currie, who had met Ebbrell in culinary school, joined as a developmental chef and later became an on-camera personality, adding another layer of professional cooking knowledge to the group.[1] This addition helped bridge the gap between professional techniques and accessible home cooking that became central to their brand identity.
The team experienced another significant transition in 2021 when Currie departed to pursue his career as a professional chef. The following month, Sorted Food welcomed Ankush 'Kush' Bhasin as their new head of food, bringing impressive credentials from his work as a development chef at Belmond Le Manoir aux Quat'Saisons under Raymond Blanc and as an executive sous-chef at Benares in Mayfair under Atul Kochhar.[1]
Impressive Growth and Current Statistics
The channel's growth has been remarkable, currently boasting 2,870,000 subscribers and an impressive 1,294,689,335 total video views across 2,579 videos.[2] Their recent performance metrics show consistent engagement, with 16,258,514 video views in the last 30 days alone and estimated monthly earnings ranging from $6,100 to $36,600.[2] These numbers reflect not just popularity but sustained audience engagement over more than a decade of content creation.
Industry recognition has followed their success, with Sorted Food being ranked fourth in The Guardian's "30 under 30: The top young people in digital media" list, highlighting their innovative approach to food content in the digital space.[5] Their achievement is particularly notable given the competitive landscape of cooking content on YouTube, where they've established themselves as one of the world's largest and most engaged cooking communities.[3]
Diversified Content Strategy and Business Model
Beyond their core YouTube presence, Sorted Food has developed a comprehensive business model that extends far beyond video content. They've published multiple cookbooks, starting with self-published titles like "A Recipe for Student Survival" and "A Rookies Guide to Crackin' Cooking," before signing with Penguin Books to release "Beginners Get... Sorted" and other publications.[1]
Their Sidekick app represents a significant technological venture, offering a subscription-based recipe platform that now contains over 1,000 recipes that have been cooked more than 2 million times by users.[4] This digital tool aims to help users save money, reduce food waste, and build confidence in the kitchen—core values that align with their original mission of making cooking accessible.
The team has also embraced brand partnerships and sponsored content, collaborating with organizations such as Visit The USA, Kenwood Kitchen Appliances, Ford, Heinz, Android, and Blizzard.[1] A portion of their content focuses on travel and destination marketing, exploring foods, cuisines, and cultures from different locations, which has broadened their appeal beyond traditional cooking content.
Recent Innovations and Future Directions
In 2024, Sorted Food achieved a significant milestone with the launch of their brand-new studios, unveiled during their first-ever Sorted Summit event.[4] This purpose-built facility represents the first YouTube studio designed from the ground up with community engagement at its heart, featuring multiple sets, audience seating, and spaces for various types of content creation and live events.
The studio launch event was watched by 80,000 people online, demonstrating their ability to generate significant live engagement.[4] The new facility supports their expanding range of activities, including their ticketed Weekend Live Shows that provide over 10 hours of food entertainment twice yearly.[4]
Their business has grown substantially, expanding from 12 employees in April 2021 to 25 employees by November 2022, reflecting both their success and their commitment to scaling their operations professionally.[1] They've also ventured into product development, partnering with Small Beer brewery to create their own mid-strength beer, marking their first collaborative product launch.[6]