NEWS ITV and Lakeland
announces sponsorship of This Morning Food
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Owala appoints first UK distributor as lifestyle hydration brand looks to expand European footprint
U
S hydration brand Owala has appointed Unify Brand Partnerships as its exclusive UK distributor as it looks to expand its presence across Europe.
The partnership gives Owala its first dedicated retail and logistics base in Britain and comes amid growing demand for premium, design- led hydration products in the UK market. Founded in 2020, Owala has quickly become the best-selling water
bottle brand in the US, gaining recognition for its patented FreeSip® spout and bold colourways. Products are set to roll out across UK retailers, lifestyle stores and ecommerce platforms from mid-April 2026. Unify has already secured listings with retailers including Fenwick and Next in the UK, alongside Brown Thomas and Arnotts in Ireland. Damian Cooper, Managing Director of Unify Brand Partnerships, said Owala offers retailers “a fresh proposition”, adding that the brand has “successfully reimagined everyday hydration with a product that genuinely disrupts the category”. The reusable bottle sector is forecast by Mintel to reach £733.5m
by 2032, with hydration products increasingly positioned as lifestyle accessories linked to fashion, wellness and sustainability trends, particularly among Gen Z and millennial consumers.
akeland has partnered with ITV to sponsor
This Morning Food as part of a new TV advertising campaign designed to drive customer acquisition and reach new audiences.
The sponsorship includes bi-weekly TV idents across ITV and ITVX and coincides with Lakeland’s latest national TV advertising campaign, which will run across ITV daytime programming alongside paid social media support. The advert centres on a family using Lakeland cookware and highlights the retailer’s focus on practical, time-saving kitchen products. Lakeland said the campaign was inspired by customer feedback, with products frequently described as “time-saving”, “life- changing” and “clever cookware”. Matt Elliott, Head of Marketing at Lakeland, said the campaign
reflects how customers share their favourite Lakeland products with friends and family, adding that the retailer is “hugely proud” to sponsor This Morning Food for the first time. Jason Spencer, Business Development Director at ITV, described
the partnership as “a natural fit”, noting that both brands are “long- standing staples of the British home”. ITV’s This Morning Food segment regularly features celebrity chefs and cooking demonstrations, with contributors including John Torode, Nisha Katona and Phil Vickery.
it comes to garlic, with nearly seven in ten routinely adding more than suggested. The research, carried out ahead of National Garlic Day on April 19, found that while 68% of people generally follow recipes, only 7% stick exactly to the recommended garlic quantity. The survey of more than 2,000 UK adults also showed that almost half of respondents regularly add extra garlic when cooking, underlining the ingredient’s popularity in British kitchens. How garlic is prepared also appears to matter, with 60% saying crushed or pressed
Britain declared a ‘Nation of Garlic Lovers’ A
new survey commissioned by Zyliss has revealed that most Brits are ignoring recipe instructions when
April/May 2026
housewareslive.net
garlic delivers the strongest flavour, compared with chopping or slicing. Around a third of respondents said a garlic press is their preferred preparation method. Tara Acton said garlic’s bold flavour means “the amount you use often comes down to personal taste”, adding that adding garlic early in the cooking process helps avoid bitterness. The study also highlighted generational
differences, with younger adults far more likely to increase garlic quantities than older cooks. Regionally, London emerged as the UK’s biggest garlic-loving area, with 93% of residents admitting to adding extra garlic to recipes. The survey was conducted by Obsurvant in April 2026.
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