NOW COOK IT allows users to personalise their course depending on how they want to learn - they can start with a particular a cooking technique, with a recipe or by simply by learning a key skill like dicing an onion. The easy to follow, step by step cooking instructions are digestible video clips fronted by SORTEDfood, one of YouTube's most engaged cooking channels.

A recent report commissioned by the Co-op revealed that one in three stay at home young Brits are unable to prepare a week's worth of meals and that the art of cooking is slowly dying out, with a 54% decrease in home cooking in the last 30 years.

Today, January 27th  Co-op and SORTEDfood launch NOW COOK IT to tackle this increasing cookery skills gap in the UK, as research shows that many lack basic cooking know-how - one in four 18-35 year olds are not interested in learning how to cook and 28 per cent of those who can't  cook ‘don't see why they should learn. 'The can't cook, won't cook generation say they are bored of eating the same meals and want quick and easy meal choices to encourage them to try new foods, cuisines and styles of cooking.

Research shows that guidance is needed on how ingredients work together, as consumers are shopping for pasta sauces and prepared meal kits, rather than raw ingredients.

Jamie Spafford, co-founder of SORTEDfood said: "Learning to cook with friends through social media is what we are all about and that's why SORTEDfood has become a movement of people that are filling the education gap.

That said, we've been surprised at the depth of this problem in the UK." Richard Pennycook, CEO at Co-op said: "People want to be inspired with new, novel and different ways of cooking and if they aren't better equipped and motivated to learn, this age of cooks won't hold the skills to pass on to future generations. "Our exciting partnership is a modern day interpretation of the Co-op's long standing commitment to help educate. Jamie Spafford said: "In the same way that Co-op pioneered a vision of people helping themselves, SORTEDfood has, in a very 21st century way, resonated with vast audiences to create an engaged community who help each other learn how to cook. Together we are set to solve this problem and help protect the future of our next generation."

NOW COOK IT can be found by visiting www.nowcookit.co.uk