UKTV hosted an exclusive event for VIP guests to celebrate the launch of its new free streaming service, U, on 16th July.

Celebrities including Katherine Ryan, Shaun Williamson, and Molly Marsh were in attendance at U’s pop up restaurant; ‘TV Dinners for U’ in Holborn, London, which opens to mark the launch of the new streaming service.

The world’s first ‘TV Dinners for U’ restaurant promises to offer the ultimate TV dinner experience, with a menu scientifically pairing food with a curated list of TV shows available on U, including brand new entertainment show, Battle in the Box, based on a hit Korean format, which sees pairs of comics and celebrities battle it out for pride, prizes and most importantly, floorspace.

Guests at the ‘TV Dinners for U’ launch night were treated to a scientifically created menu, devised to enhance and elevate the TV viewing and dining experience by pairing food with a range of TV shows available on U.

Katherine Ryan said of the launch: “I have been so excited to try out the TV Dinners for U restaurant – what a brilliant concept! After eating delicious and exciting food that complements some of my favourite programmes, I am more inspired than ever to get home after a busy day and tuck in to quality entertainment! I wish I could do this every day. For those coming down to the TV Dinners restaurant, I hope they enjoy it as much as me, and for those at home, see if you can pair your food in front of the box to some of the brilliant programmes on offer with U, for the ultimate TV dinner experience!

Once diners selected their U show of choice, they were invited to pop on their headphones and settle in to enjoy their ‘TV dinner’, all whilst watching U’s huge variety of programming, from crime and complex dramas to classic soaps.

For the ‘TV Dinners for U’ restaurant, food science expert Dr Stuart Farrimond identified five genres of TV available on U and spent multiple hours and tested dozens of recipes and possible flavour combinations to inspire the menu.

If a guest were to select a programme like a crime drama at the pop-up, such as The Marlow Murder Club or Whitstable Pearl, the dish they’d be served would pair with their TV choice.

A crime drama food pairing would include the likes of complex (low GI) carbohydrates to provide sustained energy, aroma compounds to increase alertness and caffeine or dark chocolate to increase alertness, energy, and concentration.

The menu at the ‘TV Dinners for U’ Restaurant will include a specially devised main, dessert, drink and appetiser for each genre of programme on offer.

Dr Stuart Farrimond’s findings include:

Factual & Real Life – with calming foods that aid clear thinking
Entertainment & Comedy – a mood-boosting menu for sharing
Action-adventure Shows – intense flavours for added excitement
Comforting Classics – comforting foods that feel familiar
Crime Drama – food to evoke intrigue and concentration

Penny Brough, Chief Marketing Officer, UKTV said: “To celebrate the launch of UKTV’s new streaming platform, U, we wanted to bring the extraordinary range of U’s free quality content to the public through a culinary immersive experience. Given, the British public love a TV dinner it seemed the perfect match for this unique dining-viewing experience. And for those who aren’t able to get down to the event, hopefully it can inspire them to try out pairing food with their TV programme of choice on U at home!”

From fact-hounds and car enthusiasts to armchair sleuths and reality TV junkies, U will be home to almost 8,500 hours of free content, comprising of new programming, exclusive shows, award-winning originals, and iconic programmes from the BBC.

U’s TV Dinners restaurant will be open to the public on Wednesday 17th July 2024 in London’s Holborn is available to book for free here: https://TVDinnersForU.eventbrite.com