Rosemary Shrager and Numan launch digital cookbook to satisfy January cravings. Numan partner with TV chef Rosemary Shrager to launch The Numan Craving Cookbook - an extension of their wider Buffet Boy is Everywhere campaign. London, 21st January 2026. Numan has teamed up with TV chef Rosemary Shrager to tackle January food temptation head on, with the launch of The Numan Craving Cookbook. The digital cookbook forms part of Numan's wider multichannel campaign, which also brings back its surreal character 'Buffet Boy' to spotlight the everyday temptations that derail New Year health goals. New research from Numan shows nine in ten people experience daily food cravings, and nearly a quarter admit their New Year's resolutions fall apart by the second or third week of January*. Alongside Shrager, The Numan Craving Cookbook has been developed by Numan's experts in behavioural science and focuses on bold flavours, comfort, and satisfaction - the things that people crave when energy dips and stress hits. The recipes are also nutrient dense, aiming to help people feel fuller for longer. Launching on Wednesday 21st January with three recipes - Rosemary's Go-To Beans on Toast, Rosemary's Sweet Beet Brownies, and Rosemary's Fakeaway Salmon Stirfry - the cookbook is designed to address common 'trigger moments' and tap into the UK's most common cravings of salt, sugar, fat, and heat. New recipes will follow weekly after launch. Commenting on the launch, Zoe Griffiths, Head of Behavioural Medicine at Numan, said: "Cravings aren't a failure of willpower, they're your brain responding exactly as it's designed to. When we're tired or stressed, our brains seek an energy boost or a quick reward - and food is the easiest option. Rather than asking people to cut things out, the recipes are designed to work with your brain, delivering nourishment and pleasure. Cravings don't disappear, but they don't have to be in control either." Numan's overarching Buffet Boy is Everywhere campaign centres on the insight that January health messaging often frames success as a test of discipline, despite people navigating constant environmental and psychological pressure. Numan challenges this narrative by giving temptation a physical form - Buffet Boy - who appears everywhere, from the commute to the living room and even the gym. Originally introduced as a metaphor for 'food temptation', Buffet Boy represents the persistent 'food noise' and background cravings that intensify after periods of indulgence - particularly when trying to form new, less indulgent, habits. He attempts to sabotage January resolutions but repeatedly fails - positioning Numan as a source of structured, science-backed support that helps people manage cravings rather than fight them through willpower alone. The rollout spans TV, national out-of-home, social films, and national radio (A Late Night Buffet Call can be viewed here). Commenting on the wider Buffet Boy is Everywhere campaign, Remy Gavin-Le Fevre, Brand Director at Numan, said: 'January is saturated with health and wellness messaging that assumes people fail because they lack discipline. We wanted to disrupt that by giving temptation a physical presence - and then refusing to let it win. Because when cravings are understood and properly managed - and people are given the support to change habits and routines - they have a better chance of achieving their health goals. Ultimately this campaign is about showing people they can tilt the odds in their favour by having the tools to say "not today, Buffet Boy!"' Buffet Boy is Everywhere kicked off from Boxing Day (26th December 2025). The Numan Craving Cookbook is available digitally from Wednesday 21st January 2026 via www.numan.com/weight-loss/numan-craving-cookbook

Numan, a U.K.-based telehealth platform, secured $60 million in funding to expand its men's health services and enter the women's health market. The round was led by Big Pi Ventures and Endeavor Catalyst, with $27 million from HSBC Innovation Banking UK. Numan plans to enhance its AI-powered health coach and expand internationally. The company, which doubled its revenue to over $90 million in 2024, aims for 150% growth in 2025, competing with platforms like Hims & Hers in the U.K. market.