Big news, Mob: we've got a new cookbook coming out. It's called Mob 6. And the aim of Mob 6 is simple. We want to prove that you can cook something special – not just a half-decent dinner but a memorable meal your mates will be raving about for years to come – using just 6 ingredients. It might not sound like a lot of ingredients, but that’s kind of the point. Cooking doesn’t have to be ridiculously complicated or expensive to be delicious. We signed with a new publishing house ( Penguin Random House) about a year ago - the publisher there is Lizzy Gray. She is absolutely brilliant - the mastermind behind the amazing Ottolenghi cookbooks, and many more. Under her direction and leadership, Ebury has become the market-leader for cookbook publishing. So, with a focus on northern cities in particular, Freya started by asking our audience which cities/regions they would want to see on our stories, and after the collecting the results, started with Leeds as our first city highlight. She would then go on to collect the restaurants by asking the audience for their recommendations. Our brand new cookbook, Mob6, comes out in THREE DAYS! Thought you might be interested in hearing about the process.

Mob The Bookseller - Rights - Hodder signs new healthy-ish Mob

With that in mind, we wanted to publish a book that called for using only a handful of ingredients. 6 ingredients to be exact (excluding cooking oil, salt and pepper. Every single recipe using 6 ingredients or less.

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Being from Newcastle herself, she felt that more northern representation, in particular, could help to build an even stronger connection with our nationwide audience. We’ve partnered with the nation’s favourite budget supermarket again this year, because — quite frankly — the Mob can’t get enough. And as part of this year’s campaign, we’re creating a selection of exclusive recipe guides in partnership with Aldi UK, titled “Big Night In,” which we’ll be pushing out through our newsletter (so make sure you’re subscribing).

Mob on LinkedIn: Introducing our brand new book, Fresh Mob Mob on LinkedIn: Introducing our brand new book, Fresh Mob

Whatever form it takes, reactive content helps you stay top of mind with your audience, by demonstrating that you're just as much of a consumer of culture as they are. It’s an excellent way to relate to your existing audience, whilst reaching new audiences at the same time. Sustainability is a key pillar of Mob's ethos, so it’s fantastic that we’ve been able to partner with Love Food Hate Waste to deliver messaging around how we can change our behaviours with food for the good of the planet. As a result, we’ve been able to pilot new types of content, all while staying committed to our core values and messaging. At Mob we’re best known for our engaging videos and recipe content, but did you know the teams also work on some beautiful written content? Last month we launched Pinch, a digital magazine exclusive for Mob+ members, to give a home to more of our editorial content. The first edition was published in April and features 18 additional exclusive recipes including a deep dive into creating the perfect Fish & Chips, a bumper desserts feature and a 9 step guide to creating incredible Pastel De Nata at home. It doesn’t stop there - Pinch also features some incredible editorial content. April’s edition includes a feature from our new wine columnist Hannah Crosbie on everything you need to know to talk about wine confidently - as well as a sneak peek into what products the Mob team are buying this month.

How To Cook Pak Choi: A Step-by-Step Guide

Carolyn Thorne bought world rights in all languages directly from the author, Ben Lebus, founder of Mob, for publication on 15th September 2022. In these short videos, Toby's personality really shone through, making the content feel playful, irreverent and, honestly, a little bit bonkers.

Mob — Mob 6 Mob — Mob 6

As a London-based company, Mob has historically focussed on London-based talent and championing businesses in the local food scene. Freya has been integral in spearheading coverage of some of the vibrant and exciting food scenes outside of the capital. Each edition will have its own theme, and contain a selection of easy-to-make, affordable recipes for the Mob to recreate at home, all using ingredients that are readily available from Aldi stores across the country. Hodder & Stoughton has signed Fresh Mob: Over 100 Tasty, Healthy-ish Recipes, the fifth cookbook from the popular food platform Mob.Once we had the recipes developed, tested, retested and retested, we got to the shoot. We have now worked with the great David Loftus for our past 4 cookbooks. His work is sublime. Working alongside nutritionist Lucy Sommer, we’ve established our own fresh criteria with a focus on balance and flexibility at the core. This, for us, is a much more realistic and honest stance on how people really eat. We know that sometimes wholemeal just won’t cut it and that some crust ciabatta rolls are exactly what you’re after. We get you – because we think the same thing. Life’s too short not to eat pasta. We’re not here to tell you how to live your life, we’re just trying to help make it more delicious. Ben x The publisher describes Mob as a food media platform dishing up tips and recipes for meals that are “way tastier than they should be for how easy and affordable they are”.