"The mum of two and internet sensation is on a mission to make people more informed about ultra-processed foods. Here, she talks about her viral supermarket swaps videos, how buying better can mean spending less, dealing with online critics and why she refuses to work with supermarkets or brands"
"This summer, Sophie Morris' Instagram account hit 500,000 followers. It's an extraordinary number for someone who's neither a celebrity nor an influencer for hire, who actively declines opportunities to promote the products she endorses. But her daily videos of 'clever swaps' - supermarket foods that are better quality and often cheaper than the ultra-processed alternatives - filmed on her phone in different supermarkets near where she lives are compulsive viewing, and they are having a big impact on the shopping habits of Irish consumers."
A mother of two builds a large social media following by exposing ultra-processed foods and offering 'clever swaps' that are often higher quality and cheaper. Daily phone-filmed videos compare supermarket items and point shoppers to alternatives with clearer labels and better ingredients. The creator declines paid promotions and refuses partnerships with supermarkets or brands to keep recommendations impartial. The content drives consumers to scrutinise packaging more closely and has influenced shopping patterns in Ireland, while also generating online criticism that the creator manages publicly.
Read at Independent
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