As one of the new breed of digital-only news websites Huffpost UK draws natural comparisons with rival Buzzfeed, but according to executive editor Jess Brammar it is “most like the Mirror”.

“We have old-fashioned tabloid values at heart,” the former BBC Newsnight acting editor told Press Gazette. “We like delivering the news that our readers are really interested in.”

Brammar joined Huffpost UK as head of news in February last year under then-editor Polly Curtis.