The EU-funded campaign aims to position mushrooms as a ‘sneaky snack’ for young consumers with ambitions to double consumption by 2030
Love Island star turned food and farming influencer Farmer Will will front a new mushroom campaign designed to reposition the vegetable as a ‘sneaky snack’.
The campaign, run by the EU-funded European Mushrooms initiative along with social agency Spinnaker, hopes to double mushroom consumption by 2030 with a major summer activation based around snacking.
Farmer Will, under the persona of ‘chief mushroom snack ambassador’, will use social media to challenge traditional perceptions of snacking, and encourage his 700,000 followers to start a new mushroom snack habit.
“Whether I’m heading to work, the gym or meeting friends, I often grab a sneaky snack on the go, such as mushrooms either on toast, in an omelette or air fried into a savoury popcorn-style snack,” he said.
The social content is targeting 18-35-year olds through, quick, accessible recipe ideas and ‘picky bits’ sharing formats tailored to summer social occasions.
“Snacking represents one of the most significant growth opportunities within food and drink, yet many consumers are still reaching for the wrong options,” said a spokesperson from European Mushrooms.
“By creating relevance within snacking moments and engaging younger consumers where they spend their time, we have a real opportunity to drive behaviour change, increase consumption frequency and unlock long-term category growth.”
The campaign is part of European Mushrooms’ wider strategy to drive relevance with younger consumers and increase everyday mushroom consumption across new eating occasions beyond traditional mealtimes.
It comes as the mushroom category faces sales declines in the UK, as traditional eating occasions such as cooked breakfasts and Italian cuisine lose popularity.
Mushrooms are high in fibre, B vitamins, selenium and folate, while UV-treated mushrooms are also a source of vitamin D. They also support energy release from food and help reduce tiredness and fatigue, attributes that mean they are suitable for afternoon snacking as an energy boost.
