Who is Maddi Neye-Swift aka Crip and Dip? Winner of Tiktok’s Food Creator of the Year

MADDI Neye-Swift is a TikTok content creator better known as @Cripandip, whose videos about food often go viral on the social media platform.

On December 3, 2024, she attended the star-studded TikTok Awards UK & Ireland 2024 took home the prestigious Food Creator of the Year award.

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Pickling anything and everything

Maddi has been posting on her TikTok account since 2020, where she shared videos about her life and her love of cooking. 

After posting for nearly three years, she suddenly went viral in 2023 with a hilarious video about pickles using a cucumber she had at home. 

In the video, she proudly announces: “I’m currently unemployed so let's learn how to make pickles.”

Social media users fell in love with her relaxed, happy-to-make-a-mess approach and the video soon racked up 890,000 likes. 

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The video even sparked a debate about food, with one user exclaiming: “i am alarmed at the people who dont know a pickle is cucumber, a pickle is a PICKLED cucumber.”

TikTok Superstardom

Her account has exploded in popularity and soon Maddi was pickling fruit and veg of all different varieties. 

She’s pickled potatoes, crisps and turnips amongst others. 

Maddi quickly branched out into posting videos detailing her own recipes and her favourite restaurants in London. 

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Her extraordinary success has led her to be nicknamed "the UK’s Emily Mariko", after the American influencer who went viral for her salmon and rice bowls.

My life changed just from pickling a cucumber

Maddi Neye-Swift

Her videos include recipes for onigiri, soup and even negronis. 

The content creator also has a series called hungover takeaway time, where she opens up about her life while eating her favourite local takeaway meals.

Maddi even tries to prevent hangovers before they happen, with her "carbs before a night out" series where she reveals which foods will help soak up boozy drinks.

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Cooking up a win

Maddi received an award at the TikTok Awards UK & Ireland 2024, which was also attended by Michelle Visage, Bimini Bon Boulash and Leigh-Anne. 

She took home the TikTok Food Creator of the Year award and opened up to the BBC about the video that changed everything. 

Maddi said: "My life changed just from pickling a cucumber.”

She continued: "I was unemployed and I started a series of things I cook while I'm unemployed and this random video of me pickling a cucumber just took off.

"Overnight it got 10 million views, it was crazy."