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Shaken & Stirred - Influential Brand Profiling and Positioning

New Business talks to the four uni friends, Barry Taylor, Jamie Spafford, Ben Ebbrell and Mike Huttlestone, who co-founded SORTEDFood

Mike Huttlestone
New Business talks to the four uni friends, Barry Taylor, Jamie Spafford, Ben Ebbrell and Mike Huttlestone, who co-founded SORTEDFood and stumbled unwittingly on the recipe for international success – on a plate!

 

 

 

 

 

How did four friends become internet stars with no guitar involved?

The honest answer is – we have no idea! From talking in a pub about the horrible food we were all eating at uni to filming ourselves cooking up some recipes from Ben who was training to be a chef seemed like a really small step and a very natural progression to our original chats. But the videos started to get more and more popular, with more people joining in the conversation… and ️ #sortedfood SORTEDfood was born! We got in touch with a few bigger YouTubers and asked to come cook with them… At the time, no one else was really doing food on the platform, so it was a big novelty. Those early collaborations really helped grow our numbers in the early days.

Was there a “grand plan” day or did the business creep up on you all?

There was never a grand plan – but as the videos grew in popularity, we quickly realised that more people our age and in similar situations to ourselves were looking for entertainment and information around food… And they weren’t finding it from anywhere else. It was at that point we started to take it a bit more seriously and see what we could turn it into.

What planned careers if any went out the window when SORTEDfood took off?

I (Jamie) had completed a marketing degree and was working in social and digital agencies. Barry was making inroads with portrait photography, Ben was working his way up in professional kitchens and Mike was already teaching kids music back at our old school.