Tesco's Now We're Cooking Makes Recipes More Inclusive by Design
Laura McQuarrie — May 23, 2026 — Lifestyle
References: tesco & creative.salon
Millions of people living with disabilities face quiet but significant barriers when navigating online recipes, and Tesco's Now We're Cooking was developed to make cooking more accessible and inclusive for all. The Now We’re Cooking recipe collection features 100 popular Tesco recipes, rewritten with shorter steps and accessible cooking tips. In addition to being able to listen to an audio file, at-home cooks can request a braille version, watch with closed captions, or download the digital ebook compatible with all types of screen readers and adaptive tech.
Tesco's Now We're Cooking campaign, created with BBH London and WPP Media’s EssenceMediacom, won Channel 4’s Diversity in Advertising Award 2025/26. BBH London worked with The Diversity Standards Collective and the disability-founded talent and production agency With Not For to ensure every element of the campaign was considered, from entertaining audio description to high-contrast visuals.
Tesco's Now We're Cooking campaign, created with BBH London and WPP Media’s EssenceMediacom, won Channel 4’s Diversity in Advertising Award 2025/26. BBH London worked with The Diversity Standards Collective and the disability-founded talent and production agency With Not For to ensure every element of the campaign was considered, from entertaining audio description to high-contrast visuals.
Trend Themes
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Accessible Recipe Design — Clear, stepwise recipes with variable formatting and sensory alternatives reveal opportunities to reconceive digital cookbooks as universally usable culinary platforms.
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Multimodal Culinary Content — Audio narration, braille outputs, captions and high-contrast visuals indicate potential to transform single-format recipe content into synchronized multimodal learning experiences.
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Inclusive Content Partnerships — Cross-sector collaboration between retailers, disability advocates and creative agencies highlights prospects for co-created content ecosystems that embed accessibility standards from concept to distribution.
Industry Implications
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Food Retail — Supermarkets and grocery chains can capitalize on accessible recipe collections by reimagining product assortments and in-store services to better serve shoppers with diverse sensory and mobility needs.
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Assistive Technology — Assistive tech firms face opportunities to expand into culinary-focused tools that integrate screen-reader friendly formats, tactile outputs and voice-driven cooking assistants.
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Media and Advertising — Advertising and media agencies are positioned to disrupt conventional campaigns by embedding accessibility-first production practices and audience measurement tied to inclusive reach.
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