Chefs have given there united support to the new look festival and its sharper focus on Birmingham and the wider Midlands.

Mr Purnell said: “I’ve not worked with the event in previous years, but am now keen to do so as it has a really local feel to it. As a proud Brummie, I think it’s vital that a food festival in Birmingham properly reflects the cuisine of the city and wider region. Marketing Birmingham has listened to what people want and will deliver. The city and the Midlands as a whole is now a force to be reckoned with when it comes to cooking. You don’t have to look far to find great food and drink locally, and there is a real demand for it.”

The standard ticket price has been cut from £12 to £10 if booked in advance. An added incentive means all children under 16 gain free admission if they are accompanied by an adult. Last year, tickets for children cost £8.