Netmums, a parenting platform, has announced the launch of Family Food by Netmums – a dedicated new brand extension designed to help families simplify mealtimes, save money, and eat well together.
Netmums says with over 6 million monthly sessions, a social following of 1.6 million, and 25 years of trust, it is the digital home of UK parenting. Now, with Family Food by Netmums, the platform brings its expert-led, community-powered approach to one of the biggest daily challenges for parents: family food.
“We know food is a daily pressure – from picky eaters to rising costs,” said Louise Burke, editorial director at Netmums. “Family Food by Netmums is our answer: warm, practical, and expert-backed – helping families feel confident in the kitchen and around the table.”
Netmums says born from audience insight and aligned with its inclusive, supportive mission, Family Food by Netmums focuses on five key pillars:
- Happy, Healthy Eating – Nutritious, delicious meals that kids will actually eat.
- Ease & Convenience – Quick recipes, slow cooker hacks, and family-friendly planners.
- Affordability – Batch-cooking tips, meal plans, and smart savings to stretch every pound.
- Expert Advice – NHS-aligned guidance from health visitors, nutritionists, and midwives.
- Celebratory & Everyday Cooking – Inspiring families to cook together, from birthdays to busy weeknights.
From toddler weaning to teenage hunger, Family Food by Netmums delivers recipes, reassurance, and relatable advice – with empathy, humour and zero judgement, added the company.
The launch of Family Food by Netmums is rooted in insights from over 850 UK parents. Netmums says its recent Mealtime Matters survey, run with Sorted Food, revealed that feeding kids has become a major source of daily stress.
- 74% of parents with children under 3 already worry about fussy eating.
- Over half of families cook multiple meals each evening to cater to different preferences.
- 73% of Netmums users say mealtimes are their main moment of connection as a family
- “Cheap and healthy meals” is the #1 search driver to food content
- Sensory issues and texture-related food aversions are on the rise.
- Many parents turn to social media for help – only to find pressure, not practical support.
According to Netmums, one parent told them, “Dinner feels more like a negotiation than a family moment.”
Family Food by Netmums is our solution, the company continued: a supportive, expert-led space built to meet modern family food needs.
Netmums says unlike traditional food publishers, Family Food by Netmums lives inside a trusted parenting ecosystem. All content is expert-verified, community-informed, and distributed via high-impact, multi-platform formats:
- 4 million monthly video impressions
- 7 million TikTok views every month
- 300,000 podcast listeners across two family-first series
- Peer-to-peer forums and reviews that reflect what real parents actually want
Netmums claims it is 70% bigger than its nearest parenting competitor on social media and remains the only UK platform to offer free 24/7 expert support through its Drop-in Clinic and Parent Supporter Service.
The launch of Family Food by Netmums presents an opportunity for brands, supermarkets and advertisers to connect with an engaged, trusted audience of UK families – through branded video, editorial partnerships, expert content, social activations, and integrated podcast sponsorships.
“At Netmums, we’ve always understood the power of food in family life — it’s emotional, essential, and increasingly under pressure,” said Rimi Atwal, managing director at Netmums. “Family Food by Netmums offers brands a unique way to reach families in those high-intent, everyday moments – whether it’s a recipe, a supermarket switch, or a smart meal hack. We’re meeting families where they need support most — and giving partners the scale, trust, and authenticity that only Netmums can deliver.”
Netmums says it has teamed up with a network of the most trusted experts encompassing food, nutrition, food psychology, children's health and food activism to ensure Family Food by Netmums provides parents with the most up-to-date nutrition guidance and advice including Veg Power, Sorted Food, The Kids’ Food & Drink Collective, Registered Nutritionist, Charlotte Stirling-Reed and Netmums’ very own resident Health Visitor, Tracey Stone.
Dan Parker, chief executive of Veg Power said: “We're working with Netmums so we can reach and help as many families as possible in our mission to help our children be healthier and happier.”
The Kids’ Food & Drink Collective Founder Jess Mackenzie says: “We’re absolutely delighted to be partnering with Netmums on their exciting new Family Food platform and introducing more parents to the Kids’ Food & Drink Collective. While we believe parents should always be supported to cook from scratch as much as possible, we also understand that it’s not always realistic. Everyone needs a backup plan from time to time, and convenience shouldn’t have to come at the cost of nutrition or quality. Through this collaboration, we’re proud to support parents as they navigate the often-challenging world of children’s food and drink, and to shine a light on the brands that are truly raising the bar and making a difference.”
Registered Nutritionist and founder of SR Nutrition, Charlotte Stirling-Reed, says: “As a mum, I know how many questions come up around feeding little ones—and just how overwhelming the advice can feel. That’s why I’m so thrilled to be supporting Netmums and their brilliant Family Food platform. It’s such a trusted space for parents, and I’m excited to offer practical, reassuring advice that helps families feel more confident at mealtimes.”
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