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Knorr’s #ServingSinglesWithKnorr Campaign Taps Gen Z Shift Away from Dating Apps

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A new social media campaign by Knorr is tapping into a growing trend among Gen Z: moving away from dating apps and finding romantic connections through friends, food and shared experiences.

The initiative, called #ServingSinglesWithKnorr, has gained attention online as young people publicly nominate single friends to show their cooking skills on social media, with interested admirers responding in comment sections.

For a generation known for its digital habits, the shift reflects a growing fatigue with dating apps and algorithm-driven matchmaking.

Why Gen Z is stepping away from dating apps

Research by Censuswide suggests many young people are becoming frustrated with online dating.

According to the study, Gen Z users swipe through dozens of profiles weekly but often struggle to turn online conversations into real-life dates.

Even when relationships form, many are short-lived, lasting an average of six months.

This growing dissatisfaction is pushing some young people to rely on friends and communities to help them find potential partners.

Instead of algorithms, they are trusting people who understand their personalities, quirks and lifestyle.

Knorr turns the kitchen into a dating space

The campaign positions cooking as a way for people to express personality and care.

Knorr says food can help create a more natural and authentic environment for connection.

Across social media, nominated singles have posted cooking videos showing off dishes while friends describe their personality and relationship qualities.

Interested viewers then respond in the comment sections, creating a modern form of matchmaking driven by community engagement.

Social media matchmaking gains attention

Some participants in the campaign have already met their matches through cooking dates organised by the brand.

Among them was Kola Omotoso, a former contestant on Big Brother Naija, who prepared stir-fried rice and lamb chops during his cooking date.

Event host Hawa Magaji also took part, serving a stir-fry pasta dish for her date.

The brand sponsored the cooking dates, turning them into shared culinary experiences designed to spark conversation and connection.

Food has also become a popular storytelling tool for brands seeking to connect with younger consumers through culture and everyday experiences.

What this means for dating culture

While dating apps remain widely used, younger users are increasingly exploring alternative ways to meet people offline or through trusted networks.

Community-driven matchmaking — once common in many cultures — appears to be returning in a new digital format through social media platforms.

For brands like Knorr, campaigns that blend lifestyle, culture and participation can help strengthen relationships with younger audiences.

What’s next

Knorr is encouraging more users to join the trend by sharing cooking videos and nominating single friends online.

Participants can follow the campaign and share their experiences using #ServingSingles and #ServingSinglesWithKnorr.

The brand says it hopes the campaign will continue to inspire meaningful connections — one meal at a time.

Lifestyle

French Chef Jean-Baptiste Ascione Showcases Simplicity-Driven Cuisine in Nigeria Masterclass

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French chef demonstrating cooking techniques in Lagos

French chef Jean-Baptiste Ascione has made his first visit to Nigeria, describing the country as vibrant and full of “happy, smiling people”, a sharp contrast, he says, to the more reserved atmosphere of Paris.

Speaking during a cooking masterclass in Lagos, Ascione shared insights into his culinary philosophy, career journey, and the growing global shift toward simplicity in fine dining.

A First Impression of Nigeria

Ascione said his arrival in Nigeria left a strong personal impression.

“It’s my first time here, and what stands out is how happy people are always smiling. It’s very different from Paris.”

His visit coincided with a well-attended masterclass, where food enthusiasts and industry professionals gathered to experience his approach to modern French cuisine.

From Teenage Kitchens to Global Recognition

The Paris-born chef began cooking at just 13 years old, describing the profession not as a career choice but as his entire life.

“Cooking didn’t change my life—it is my life. I’ve never known anything else.”

He trained in top French kitchens, including La Grande Cascade, before gaining wider recognition through a televised culinary competition in 2015.

Ascione later opened Petit Gris in 2019, a restaurant that reflects his signature philosophy of simplicity, seasonality, and shared dining experiences.

Why Simplicity Is the New Luxury

A Shift in French Cuisine

Ascione is part of a new generation of chefs redefining French gastronomy moving away from elaborate plating toward clarity of flavour and ingredient integrity.

“Today, it’s not about adding more—it’s about doing less, but better.”

At Petit Gris, menus evolve with the seasons, focusing on fresh produce, seafood, and approachable dishes designed for sharing.

Inside the Lagos Masterclass

During the demonstration, Ascione prepared one of his signature dishes: beef tartare with coffee beans and duxelles.Refined beef tartare with coffee-infused preparation

Key Techniques Shared

Beef is marinated in coffee beans for two days to create what he calls “the taste of the smell” of coffee

Mushrooms and onions are finely chopped and cooked slowly in butter to form duxelles

The dish balances bold flavours with minimal ingredients

He emphasised flexibility in cooking:

“Recipes are not fixed. You adapt based on what you have and what you like.”

The Skills That Matter Most

Beyond technique, Ascione stressed that organisation and focus are the most important skills in any kitchen.

“You can learn recipes at 30, 40, even 50. But organisation—you must learn that early.”

He added that managing a kitchen team depends more on structure and discipline than creativity alone.

Cooking Made Simple

When asked about a quick dish anyone can prepare, Ascione pointed to a classic: the tortilla.

“Eggs and potatoes—that’s enough. I make it for my wife on weekends.”

The message, he said, is clear: great food does not need to be complicated.

Industry Reactions

Participants at the masterclass described the session as refreshing, particularly in a food culture often driven by trends and presentation.

Local chefs and culinary enthusiasts noted that Ascione’s emphasis on simplicity and adaptability resonates strongly in Nigeria, where access to ingredients can vary.

Why It Matters

Ascione’s visit highlights a broader shift in global dining—one that prioritises:

Ingredient quality over complexity

Seasonality over fixed menus

Experience and sharing over formality

For Nigeria’s growing food industry, this approach offers a practical and scalable model for innovation.

What’s Next

Ascione continues to expand his culinary influence through collaborations and community-driven dining concepts, with a focus on making fine dining more accessible.

His Lagos appearance signals increasing international culinary exchange, as Nigeria’s food scene gains global attention.

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Lifestyle

Dylan Eitharong Redefines Thai Cooking with Bold Curry Masterclass

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Dylan Eitharong pounding Thai curry paste using mortar and pestle

Chef Dylan Eitharong has offered a fresh perspective on Thai cuisine, blending tradition with experimentation during a curry masterclass that challenged long-held culinary norms.

Speaking during the session titled “Cooking Thai Curries,” the Thai-American chef demonstrated how classic techniques can evolve without losing their roots.

His approach, he explained, is not about rigid authenticity but about interpretation.

“Thai food adapts to its environment, that flexibility is part of its identity.”

A Personal Journey Shapes His Cooking

Born in Florida to a Thai father and American mother, Eitharong’s journey into food did not follow a traditional path.

He did not train in Michelin-starred kitchens or inherit family recipes.

Instead, his culinary voice developed through experimentation from pop-up dining experiences in the United States to immersive exploration in Bangkok.

This unconventional background now defines his cooking style: expressive, instinctive, and intentionally unpolished.

Inside the Thai Curry Masterclass

During the demonstration, Eitharong broke down the fundamentals of Thai curry-making, emphasizing technique, balance, and ingredient integrity.

Ingredients and Preparation

He highlighted essential ingredients used in traditional curry pastes, including chilies, lemongrass, galangal, shrimp paste, dried fish, shallots, and garlic.

Participants were shown how to:

Toast chilies to enhance flavour and colour

Use a mortar and pestle for authentic texture

Build flavours by pounding ingredients from hardest to softest

He stressed correct proportions, noting that chilies and lemongrass should be equal in volume, with galangal used more sparingly.

Why It Matters

Eitharong warned that traditional curry paste preparation is becoming a “lost art” in Thailand, as more people turn to pre-made alternatives.

His masterclass aimed to revive these techniques while encouraging innovation.

For food enthusiasts and chefs, this reflects a broader shift in global gastronomy where storytelling and identity are becoming as important as technique.

The Philosophy: Balance Over Perfection

At the heart of Thai cuisine, Eitharong said, is balance not perfection.

He demonstrated how curry paste is fried in coconut cream until fragrant, before seasoning with fish sauce and palm sugar.

The result is not about sweetness or spice alone, but harmony.

“Balance is the most important principle in Thai cooking.”

He also showcased adaptability by preparing a spicy prawn curry using locally sourced Nigerian fruits, reinforcing the idea that Thai food evolves with its environment.

Industry and Cultural Perspective

Food experts say this approach aligns with a growing global movement where chefs reinterpret traditional cuisines rather than replicate them.

This shift is particularly relevant in multicultural food spaces, where authenticity is increasingly seen as fluid rather than fixed.

For Nigeria’s food scene, such cross-cultural experimentation could inspire chefs to rethink how local ingredients are used in global cuisines.

What’s Next for Modern Thai Cuisine?

Eitharong’s work reflects a broader question facing modern chefs: how far can tradition stretch before it becomes something new?

His answer lies in the middle, respecting heritage while embracing change.

That philosophy continues to shape his culinary projects, including his intimate Bangkok dining concept, Haawm.

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Olugbodi Family Announces Funeral for Former CBN Executive Chief Joshua Olugbodi

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Chief Joshua Oyedele Olugbodi in traditional attire

The Olugbodi family of Ara Kingdom in Egbedore Local Government Area of Osun State has announced the funeral arrangements for their patriarch, Chief Joshua Oyedele Olugbodi, who died at the age of 94.

Chief Olugbodi passed away peacefully on 6 December 2025, leaving behind a legacy of leadership, philanthropy and public service.

A Life of Service and Leadership

Born in 1931, Chief Olugbodi was widely regarded as a pillar of his community and a man of strong faith.

He held several prominent roles during his lifetime, including serving as a senior executive at the Central Bank of Nigeria and as Chairman of Egbedore Local Government.

He also held the traditional title of Bobagunwa of Ara Kingdom, reflecting his influence in both civic and cultural leadership.

Family members and associates described him as compassionate and selfless, noting that he dedicated much of his life to uplifting others and strengthening his community.

Family Pays Tribute

Speaking on behalf of the family, his son, Dr Tunji Olugbodi, said the family was mourning but also grateful for his life.

“We are deeply saddened by Baba’s passing and devastated by this loss. However, we are grateful to God for his extraordinary life of sacrifice, impact, and exemplary service to mankind. His legacy will live on through all of us.”

Dr Olugbodi is the Executive Vice Chairman of Verdant Zeal Marketing Communications Group and holds the traditional title of Asiwaju of Ara Kingdom.

Funeral Arrangements Announced

The family has invited friends, associates and well-wishers to attend a series of events to celebrate his life.

Night of Tributes

Date: Thursday, 9 April 2026

Venue: First Baptist Church, Ara Kingdom

Time: 4:00 PM

Service of Songs

Date: Friday, 10 April 2026

Venue: Multi-Purpose Hall, First Baptist Church, Ara Kingdom

Time: 4:00 PM

Funeral Service

Date: Saturday, 11 April 2026

Venue: First Baptist Church, Ara Kingdom

Time: 11:00 AM

Interment and reception will follow immediately after the funeral service.

Why It Matters

Chief Olugbodi’s passing marks the loss of a generation of leaders who played key roles in Nigeria’s public institutions and grassroots governance.

His contributions to local administration and national financial institutions highlight the enduring impact of public service leadership in shaping communities.

Legacy and Community Impact

Residents of Ara Kingdom and beyond have continued to pay tribute, describing him as a mentor and moral guide.

His legacy of integrity, generosity and faith is expected to remain a reference point for younger generations in Osun State and beyond.

What’s Next

The funeral ceremonies are expected to draw dignitaries from across Nigeria’s public and private sectors, reflecting Chief Olugbodi’s wide network and influence.

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