The Metal Packaging Manufacturers Association renewed its partnership with TV chef Theo Michaels for the new Canned Food UK campaign. MPMA renewed its partnership with Theo Michaels, author and TV chef of Steph’s Packed Lunch, as part of a new campaign entitled ‘Eat Like a King’ for Canned Food UK.
Throughout 2023, Theo will create a set of exclusive recipes for Canned Food UK, led by MPMA, which will be inspired by the coronation of King Charles III. Theo noted in this regard.
“Each recipe will feature one of our favorite canned ingredients, but with an extra touch of affordable luxury or a real twist on a classic dish”.
Theo is passionate about canning and published his own dedicated recipe book, ‘Canned’, in 2021. “I’m excited about our 2023 campaign. Canned goods are packed with nutrients and are a delicious way to eat a balanced diet. What I love most about canning is that a lot of the hard work is already done. The ingredients are usually peeled, chopped and ready to go so all you have to do is open the can,” Theo noted.
The new campaign also follows last year’s successful collaboration, in which Theo created four recipes for Canned Food UK celebrating different world cuisines: France: seafood cassoulet; Greece: spanakopita parcels; Mexico: crispy sardine croquette tacos; and the Caribbean: crab and mango ceviche.
The recipes have been shared on Theo’s and Canned Food UK social networks and reached more than 65,000 people. Robert Fell, director and CEO of the MPMA, noted, “We are very pleased to build on the successful collaboration between Theo and Canned Food UK. With the cost of living crisis, we are all conscious of our grocery bills, so this campaign tries to show how we can still eat well or “eat like everyone else”.
Theo is also the founder of Five Dinners.com, an online meal planning service that has just relaunched as a free service to help families during the cost of living crisis. Five Dinners launched a dedicated “canned” category, meaning users will be able to select recipes that use canned ingredients.
