Ruby Tandoh, a well-known author and former finalist on The Great British Bake Off, explores the changing landscape of food culture in her latest book, All Consuming. This book looks at the rise of the cookbook industry and how food media is evolving.
In recent years, social media platforms like Instagram and TikTok have changed how we interact with recipes. Short and colorful videos have taken over, showcasing dishes that look almost too good to be true. For instance, Jordon Ezra King’s chicken thigh recipe and Xiengni Zhou’s sausage and gochujang rigatoni are so enticing that they attract thousands of likes. It’s all about creating visually appealing content that makes you crave the dish.
One significant player in this shift is Mob, founded by Ben Lebus in 2016. With millions of followers across Instagram and TikTok, Mob is at the forefront of modern cooking. Their recipes have catchy names and familiar flavors that grab attention. Today’s home cooks encounter a vast array of recipes, surpassing anything we’ve seen in history. A 2022 survey revealed that the average person relies on just 20 recipes repeatedly, despite an internet overflowing with ideas.
The way recipes are presented today has also changed. Traditional cookbooks featured fixed recipes, while now, innovative developers explore modular cooking. For example, Yotam Ottolenghi’s dishes blend diverse flavors, pushing boundaries with ingredients like miso and British currants. This fusion reflects what Navneet Alang describes as “the age of the global pantry,” where limitless ingredient combinations are possible.
In this new kitchen landscape, success hinges on how well a recipe catches attention. Modern recipe developers use techniques that resemble songwriting, showcasing flavor combinations that resonate with people. Caroline Chambers’s newsletter, What to Cook When You Don’t Feel Like Cooking, features popular recipes like Sheet-Pan Miso Maple Mustard Chicken, illustrating how online engagement can shape culinary trends.
Even established names are adapting. The New York Times now curates snappier, visually striking recipes. For instance, their recent grilled cheese and cranberry sandwich featured an eye-catching photo with gooey melted cheese, proving that presentation matters. The right language—words like “crispy” or “creamy”—makes recipes more inviting and appealing to potential cooks.
With the explosion of recipes online, the competition is fierce. Each recipe must stand out not just for its taste but for its presentation. In this ever-evolving realm, the visual aspect is a crucial component; stunning photography and catchy titles play a vital role in what becomes popular.
As food culture continues to evolve, it’s clear that cooking is more about connection and creativity than ever before. With each recipe shared, a new culinary adventure awaits.
For further insights, check out Ruby Tandoh’s All Consuming here.
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Books,Cookbooks,Eater at Home,Food and Restaurant Trends,What to Cook
