iVillage Serves Up New Food Site for Women and Moms On-the-Go

IVILLAGE INKS DEAL WITH TIME INC.'S MYRECIPES.COM TO PROVIDE RECIPES FROM TOP FOOD BRANDS

MCCORMICK SIGNS ON AS IVILLAGE FOOD LAUNCH ADVERTISER

12 Nov, 2009, 09:24 ET from iVillage

NEW YORK, Nov. 12 /PRNewswire/ -- iVillage today announced the launch of its new food site (www.ivillage.com/food), a modern online food destination specifically designed for women and moms who want to simplify meal planning, eat healthier, and spend more time with their families around the table. This marks the second phase in a site-wide relaunch, which takes a new approach to women's media and caters to the needs of today's busy women who live their lives online. McCormick, a global leader in the sale of spices, herbs and seasonings, will be the launch advertiser for the new food site. The announcement was made by Jodi Kahn, Executive Vice President, iVillage.

"iVillage is the only place where women's everyday needs are met with tools and a community to support them. Food, a topic central to all women, is a key component in delivering experiences around the things that women care about most," said Kahn. "We know women are the primary shoppers and cooks in the home, and have designed the new site with a real-life approach to how they consume, shop and integrate food into their lives."

According to new iVillage research conducted by GFK Roper just this week, 73 percent of women online already rely on the Internet to plan family meals. Tapping into this trend, iVillage is unveiling a highly personalized set of tools with over 139 categories to help women manage their shopping lists, food preferences, health needs, dietary needs and even allergy considerations in innovative ways.

"In addition to the recipes and cooking tools, the soul of the site is about the stories connected to eating, sharing and experiencing food," said Angela Matusik, chief content officer for iVillage. "The content being talked about by our vibrant community drives what's showcased in our articles, galleries and blog posts."

The new site will also feature impressive photos and video food content, and will benefit from exclusive access to NBC Universal's wide array of food programming and experts. Highlights include:

  • Day-after reviews of Bravo's "Top Chef," including fan blogs and recipes
  • Recipes and advice from food experts such as
    • Restaurateur Donatella Arpaia
    • Top Chef Talent - Gail Simmons, Kevin Gillespie and the Voltaggio brothers
    • Filmmaker and cookbook author, Tamra Davis
    • The Creative Kitchen's kids' cooking specialist, Cricket Azima
    • Best sellers from Dorling Kindersley Publishing
  • Original video with "Iron Chef" Michael Symon and "Top Chef" season one winner Harold Dieterele.

Kahn also announced a partnership with Time Inc.'s MyRecipes.com, which will deliver a special array of dishes from top brands such as Real Simple, Cooking Light and Southern Living. This marks the first time Time Inc. has shared its recipes with an outside company.

To help advertisers become fully integrated with a woman's daily routine and leverage the thousands of conversations happening in the iVillage community, there will be a host of partner-driven programs available at launch.

As the launch advertiser, McCormick will promote our spices and signature recipes. "McCormick is a brand women trust for all of their cooking needs, and we are thrilled to have a digital partner like iVillage Food to extend our brand online to a key target audience for us," said Laurie Harrsen, Director of Consumer Communications at McCormick.

iVillage will continue its relaunch with next month's Astrology debut, followed by Health, Beauty and Family throughout the first half of 2010.

About iVillage

With approximately 20 million unique visitors per month, iVillage is the leading online destination for women, where they can find the most meaningful content, real-life conversations and the tools they need for their busy lives. The site focuses on categories that best serve women's needs, including Food, Health, Entertainment, Family, Beauty & Style. Additional businesses and brand extensions within iVillage Networks include iVillage UK, NBC Digital Health Network, Astrology.com and GardenWeb. In addition, iVillage enjoys a strategic partnership with BlogHer, the leading participatory news, entertainment and information network for women online. iVillage Inc., acquired by NBC Universal, Inc. in May 2006, is based in New York City, and is part of the NBC Universal Women & Lifestyle Entertainment Networks Group.

    Press contact:
    Mary Ellen Mooney
    212-651-5198
    Maryellen.Mooney@nbcuni.com

    Blair Decembrele
    646-747-3531
    blaird@kaplowpr.com

SOURCE iVillage



RELATED LINKS

http://www.ivillage.com/food