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Brief Published: 26 Jan 2016

Inamo Restaurant Partners With Food Blogger

Food Goblin's dish for Inamo

UK-based Asian fusion restaurant Inamo has teamed up with well-known British food blogger Lucy Boler – aka Food Goblin – to create an exclusive dish.

The collaboration is part of the restaurant's new Blogger Dish of the Month initiative that will feature a different blogger's recipe on Inamo's menu each month throughout 2016. Boler's dish – available at its Covent Garden, London outpost in February – comprises pork crackling with a chilli glaze, fresh herb coleslaw and Chinese kale.

Influential food and lifestyle bloggers have accrued widespread fans and followers who look to them for advice and inspiration. Recognising their appeal, savvy brands and retailers are finding ways to partner with these tastemakers.

In Rebranding Budget, we tracked the collaboration between UK supermarket Sainsbury's and thrifty British food blogger Jack Monroe. More recently, in Rebranding Health – part of our New Food Frontiers Industry Trend – we highlighted 'focused foodie' bloggers who are 'owning' a piece of the market with highly honed editorial content.

For more on the links between food and the digital realm, see New Food Aesthetic, which explores how digital and tech applications are influencing the shape and feel of food on our plates.