Recipes, reviews, drinks and family cooking. Three creators who fit, each with a price.
Tell us what you’re promoting, a link and your work email. Within one working day our partnerships team sends three UK food creators who fit, each with a fixed price.
What UK food creators charge. Typical UK ranges per post, 2026: Instagram · Reel or feed post: 1K–10K £100–£300, 10K–50K £200–£1,350, 50K–150K £450–£4,000, 150K+ £900–£8,000. TikTok · TikTok video: 1K–10K £100–£300, 10K–50K £200–£1,350, 50K–150K £450–£4,000, 150K+ £900–£8,000. YouTube · 60-second integration: 1K–10K £150–£350, 10K–50K £400–£800, 50K–150K £900–£1,800, 150K+ £1,800–£4,000. UGC video, no follower minimum: £120–£250.
A recipe built around your product means development, a shop, cooking and styling. It prices higher in the band than a taste test.
Ingredients and a second attempt when the bake fails are real costs. Agree who pays for them in the quote, not afterwards.
Restaurant and venue visits usually include the meal. That isn’t the fee: agree the fee as well, and label the visit either way.
Example shortlist (illustrative): Hannah W., Instagram, 14K followers: 1 Reel: a weeknight recipe built around your sauce, 3 months organic use, £400; Sam P., TikTok, 9K followers: 1 TikTok: honest taste test of your new range, 3 months organic use, £250; Leah N., YouTube, 28K subscribers: 60-second integration in a batch-cooking video, 3 months organic use, £600.
The rules for food and drink ads (checked 11 October 2026). The rule most food brands miss: paid online ads for less healthy food.
Less healthy food: no paid online ads: Since 5 January 2026 nobody may pay for an online ad for an identifiable less healthy food or drink product. “Less healthy” means high in fat, salt or sugar under the nutrient profiling model and in one of 13 product categories. The ASA says paid creator posts can be caught, and gifting can count as payment. Sources: ASA: new rules for less healthy food and drink advertising (Dec 2025); ASA: less healthy food and drink, advice; CAP Code section 15: food, food supplements and health claims; legislation.gov.uk: Communications Act 2003, s.368Z14.
Who is exempt: Food and drink businesses with fewer than 250 employees are exempt from the online ban. So is brand advertising that shows no less healthy product, and content only on your own unpaid channels. If you’re bigger, feature a product that isn’t caught or go brand-only. Sources: ASA: less healthy food and drink, advice; CAP Code section 15: food, food supplements and health claims.
HFSS and under-16 audiences: Separately, and for every business size, ads for high fat, salt or sugar products can’t run where more than 25% of the audience is under 16. Ask creators for their audience age split before you book. Sources: CAP Code section 15: food, food supplements and health claims.
“Healthy” needs an authorised claim: “Good for you” or “healthy” must sit next to a specific authorised health claim. Nutrition claims have fixed conditions: “low sugar” means no more than 5g per 100g (2.5g per 100ml for drinks); “high fibre” at least 6g per 100g. Sources: CAP Code section 15: food, food supplements and health claims; GOV.UK: Great Britain nutrition and health claims (NHC) register; legislation.gov.uk: nutrition claim conditions (Regulation 1924/2006, Annex).
Allergens and free-from: A creator who says “nut-free” or “vegan” on camera is making your claim. “Gluten-free” has a legal limit of 20mg of gluten per kg as sold. Brief the allergens and stick to what the label says. Sources: legislation.gov.uk: gluten-free conditions (Regulation 828/2014, Annex); GOV.UK (FSA): allergen guidance for food businesses.
Alcohol: over-25s, no performance or social success: Anyone shown drinking must be, and look, 25 or over. No channel where over 25% of the audience is under 18. Drink can’t be linked to sporting performance, seduction or a better night out. Drinks above 0.5% up to 1.2% are still alcohol. Sources: CAP Code section 18: alcohol.
What to put in a food brief: Is the product less healthy?. Check it against the nutrient profiling model first. If it’s caught and you have 250 or more staff, brief a different product or a brand-only post. Recipe, review or visit. A recipe they develop, an honest taste test, or a visit to your venue. Each is a different shoot and a different price. Ingredients and reshoots. Who pays for the shop, and for a second go if the recipe fails on camera. Put it in the price. Allergens and dietary labels. List the 14 allergens your product contains and the dietary claims on the pack. Nothing beyond the label gets said. Audience age. Ask for the share under 16, and under 18 for alcohol. It decides what you can legally promote on that channel. Shelf life and delivery. Fresh or chilled products need a ship date that leaves time to cook, film and reshoot before the use-by.
1. Tell us: What you’re promoting, a link and your email. No account needed.
2. We shortlist: Three UK creators who fit, each with a fixed price, within one working day.
3. You pick and pay into escrow: Reserve the one you want. Stripe holds the payment; nothing is paid out yet.
4. Approve and publish: Review the draft. The creator is paid once you approve it.
As typical UK ranges, a recipe Reel or TikTok from a food creator with 10K–50K followers is about £200–£1,350, and £100–£300 under 10K. Recipe development and ingredients sit on top of a simple taste test. UK creator rates 2026.
Search the dishes your product goes in, not just “foodie”. Check that the audience cooks rather than scrolls: saves and recipe questions in the comments. Or tell us what you sell and we’ll send three with prices. How to find influencers.
If your product is a less healthy food or drink and your business has 250 or more employees, paid online ads for it are banned since January 2026, and that can include paid creator posts. Smaller food businesses are exempt from that ban, but the under-16 audience rule still applies.
Yes. A comped meal or free hamper given for coverage must be disclosed; if you paid or asked for the post, it’s an ad and says so up front. Gifted vs paid.
Only with a specific authorised health claim beside it, and nutrition claims such as “low sugar” or “high protein” only if the product meets the legal conditions.
An audience that buys groceries for the same household as your customer: students, families, gym meal-preppers, home bakers. Recipes that people save beat views that people forget.
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