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| Formerly | Mob Kitchen |
|---|---|
Type of site | Recipe |
| URL | https://www.mob.co.uk/ |
Mob, formerly known as Mob Kitchen until 2021,[1] is an online food media brand, consisting of a website, app, books, and live events.
The company was founded in 2016 by CEO Ben Lebus,[2] who wanted to help students improve their cooking abilities.[3] Lebus began by publishing recipe video content on social media, where the brand's popularity grew rapidly.
The first book, titled Mob Kitchen, was released in 2018, and included recipes which could feed a family for under £10. Seven more books have been released since across a variety of recipe categories, including Mob Veggie for vegetarian recipes and Mob 6 for recipes with six ingredients.
A website was launched in 2020, where all Mob recipe and video content is published.
Mob has built partnerships with a wide range of brands, working commercially with Sainsbury's, Coop, Heinz amongst others.
In 2024, Mob teamed up with Disney to create a food truck celebrating the release of the third season of The Bear.[4]
References
edit- ^ Williams, Megan (2021-11-01). "Mob's rebrand puts the character back in food". Creative Review. Retrieved 2024-12-06.
- ^ Heathman, Amelia (2018-09-07). "Mob Kitchen's Ben Lebus on launching a social food empire & cookbook". The Standard. Retrieved 2024-12-06.
- ^ "MOB Kitchen | Case study | Flokk UK". www.flokk.com. Retrieved 2024-12-06.
- ^ Pandey, Vaishnavi (2024-06-21). "London Is Getting A New Food Truck Inspired By 'The Bear'". Secret London. Retrieved 2024-12-06.