The UK’s boldest new food talent cooks up a feast on Channel 4 Served

• Served delivers fresh, fast, flavour-packed recipes to social media viewers

Channel 4’s social-first Food & Drink channel has amassed almost 4.8m views since debuting on TikTok, Instagram and YouTube Shorts last month.

On Served, five creator chefs celebrate the breadth and diversity of UK food culture with tasty and accessible recipes, all dished up with no filters, just flavour. Offering quick, easy-to-achieve meals, the chefs create meals to get comfy with, redefining our favourite comfort foods to eat on the sofa. 

Whether it’s a summer roll reinvented as a salad bowl, a delicious chicken karahi with a time saving mid-week hack, or mouth-watering comfort food recipes sourced from all around the world, Served delivers vibrant, accessible dishes that are joyful to cook as they are to watch

Served’s chefs are:

Imran Ali – Imran "WhatInTheChef" Ali has built an engaged community by showcasing his humour and personality, whilst making food and cooking more accessible to the amateur, at-home chef. With 1,674,000 followers, Imran has a dedicated British fan base (70%) who love his food!

Imran says: “When Channel 4 said they wanted to work with me, I assumed it was a joke because me, bro?... A (partial) face of a Channel 4 when four years ago my content was faceless. I mean I had a face, I just didn’t show it init. I went from using my phone to record at home, to a professional setup with a team (major upgrade). Either way… alhamdulillah for everything, I appreciate everyone who has supported me to get this far. I’m excited man… to get this thing going. The team is great, the content creators are great, the only way for @channel4served is UP!”

Verna Gao – With a passion for Asian-inspired recipes, travelling and restaurant reviews, Verna inspires others to embrace their love for cooking, discover new flavours and embark on their own culinary adventures.​

Verna says: “I’m absolutely buzzing to be part of Channel 4 Served. I’m all about big flavours, comfort food and recipes that look impressive without breaking a sweat. I know this channel will bring joy and deliciousness to many and we’re only just getting started.”

Justin K Arthur – Birmingham-based with Ghanaian heritage, Justin blends his cultural roots with his love for storytelling, by creating recipes inspired by his background.

Justin says: “When I say we’re cooking something, I mean that in two ways. Firstly, we’re cooking great food and secondly, we’re cooking up the coolest food channel ever! Every recipe is made with so much love and, of course salt and pepper, so I hope everyone who watches can see and taste that!”

Georgia Hughes – Manchester-based, Georgia is a passionate recipe developer, trained chef, and content creator with a background in social media marketing. In October 2024, she became the first-ever Good Food Rising Stars winner.

Georgia says: “After three years in the food industry, this feels like one of the most exciting and energising projects going. It's a joy to spotlight our talented regional chefs and serve up food that’s all about comfort.”

Luke Downing - Luke is a foodie who has written about restaurants and chefs across the North. He brings a playful approach to cooking on camera, favouring fresh, flavour-packed dishes that are simple to make but big on impact.

Luke says: “Getting to combine two things I love - making videos and cooking - for work is a dream. I'm so excited to be a part of Channel 4 Served and to work with such a talented team.”

Channel 4’s commissioning editor of Served, Catriona White, says: “I am thrilled to see Channel 4 Served go live, with our collective of brilliant creator chefs already resonating with an engaged audience. Designed to be super snackable, shareable and delicious doable, Served is plating up a Channel 4 twist to social-first food content. Made by fresh, new regional voices and produced in our purpose-built studio by 4Studio, I can’t wait for Served to entertain and inspire audiences around the UK.”

Nyall Cook, executive producer for 4Studio, said: “Served is already cooking with both fantastic content and brilliant viewer engagement. It’s exciting to oversee such a tasty production right in the centre of Leeds and working with a brilliant group of creator chefs representing and celebrating the diversity of UK food culture in their own unique and totally entertaining ways.” 

Served is where UK food culture gets social. It is filmed in a new purpose-built studio at Sticks & Glass in the heart of Leeds, home of Channel 4’s national HQ. 

Served is commissioned by Catriona White, Digital Commissioning Executive, Channel 4, and executive produced for 4Studio by Nyall Cook.

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