A new digital push has begun to attract bright young things to the industry.

The news marks the latest phase of the Food & Drink Federation’s 2011 push dubbed Taste Success – A Future in Food.

It will begin at the Big Bang science and technology fair, held at the NEC in Birmingham this week, with videos debuting on YouTube that will aim to ‘sex up’ the industry’s image.

“We know the perception of food and drink manufacturing careers is not high, when in fact we employ some of the most innovative scientists, technologists and engineers, who can work on the world’s most famous brands,” said Terry Jones of the FDF.

“Most employees in our sector are highly qualified and there are excellent prospects and good pay. Through the Taste Success campaign and our new digital strand we hope to bring to life the exciting range of jobs on offer and generate a real buzz about working with food.”