HelloFresh UK and Paramount+ reveal 63% Brits take food inspiration from their favourite shows

…And Spongebob SquarePants voted the nation’s favourite fantasy dinner guest

• Series and films trump social media and magazines, with over half (55%) relying on the medium for meal inspiration

• Over half (56%) reach for nostalgic comfort food after watching childhood favourites such as SpongeBob SquarePants 

• Travel (32%), Drama (30%) and Comedy (28%) top the genres giving the nation the most menu inspiration

•  Survey celebrates HelloFresh UK and Paramount+ partnership which will see the release of an exclusive range of delicious dishes inspired by some of the nation’s favourite shows 

Lifting the lid on the links between good food and compelling content, recipe box delivery service HelloFresh UK and streaming platform Paramount+ have conducted a survey which has revealed a whopping 63% have looked up recipes inspired by their favourite shows. 

With streaming going from strength to strength, the research found we rely on series and films more than other popular platforms when it comes to meal inspiration; with over half (55%) saying shows and films they watch influence what they have eaten for dinner, with social media (49%) and magazines and newspapers (31%) coming just behind.

With cult classics like Mean Girls and SpongeBob SquarePants still proving popular, the research revealed that over half (56%) of the nation reach for nostalgic comfort food after watching childhood favourites, proving that TV doesn’t just inspire what we cook, it stirs emotion too. 

To celebrate the UK’s passion for home entertainment, on screen and in the kitchen, HelloFresh UK has partnered with Paramount+ to launch ‘One Menu. A Mountain of Entertainment’, a new limited-time range of over 50 series and Film-inspired meals, including a SpongeBob SquarePants Krispy Katsu Burger, a MobLand Irish beef hot pot and Mean Girls ‘On Wednesdays We Wear Pink’ Risotto. The perfect way to make cosy nights together even better.  

And when it comes to the genres driving our food cravings, almost a third (32%) of Brits say travel inspires their food choices most - closely followed by drama (30%) and comedy (28%). Scarily, and with spooky season just around the corner, 1 in 10 (11%) even said horror inspires their food choices.

Interestingly in terms of generational divides, younger Gen Zs take the most culinary inspiration from comedies (39%) and cartoons (31%), while those between 25-34, dubbed ‘zillennials’, pointed to reality TV (42%) as their biggest inspiration.

Psychologist Jo Hemmings teamed up with HelloFreshUK and Paramount+ to analyse these findings further, commenting: ‘”It’s no surprise that Brits are inspired by what they watch when it comes to their food choices. Humans are wired to respond to visual cues and emotional triggers; food is more than just taste and smell, and what we yearn for in our daily dishes is intrinsically linked to what we see” 

As the leaves fall and nights roll in, the research also found over a third (39%) of Brits now prefer to stay in, cook a special meal and catch up on must-watch TV on a date with their partner, leaving a ‘walk in the park’ (33%), cinema dates (32%) and cafes (28%) in its wake.

With so many iconic characters on screen, the nation has picked SpongeBob SquarePants (16%) as their favourite fantasy dinner guest - beating the likes of Michael Corleone (The Godfather Trilogy) (14%) and Eric Cartman (South Park) (8%).

“It’s fascinating to uncover this connection between what we eat and what we watch as a nation, with entertainment such as TV shows and films clearly sparking our curiosity in the kitchen,” said Mimi Morley from HelloFresh UK. “Food has always been about storytelling, every recipe carries a sense of place, mood, or moment and TV helps bring those emotions to life. That’s why we’re so excited to see what our customers think of the delicious menu we’ve cooked up in partnership with the Paramount+ team, inspired by this strong connection to deliver great taste, quality, and shared experiences at home this winter” 

“We’re so excited to bring this first-of-its-kind collaboration to life in the UK. It’s a fun and creative way to connect with people — pairing the stories we love with the meals we share,” said Anna Priest, Senior Vice President, Head of Paramount+ UK & Ireland. “Working with HelloFresh UK, we’re making cosy nights in more special — a celebration of great food, great content and the joy of spending time together.” 

For a limited time only customers can get 3 months of Paramount+ on HelloFresh when you pay and receive 3 HelloFresh boxes between 25/10/25 and 19/12/25. For more information, visit www.hellofresh.co.uk