Surprising Research Shows Men Like Cooking More Than Women; #1 Food Site Allrecipes.com Responds With New Cooking Site Exclusively for Men ManTestedRecipes.com is First Social Food Site to Focus Solely on Contributions and Cooking Interests of Men

SEATTLE, March 8 /PRNewswire/ -- Today, Allrecipes.com, the world's #1 food site, launched ManTestedRecipes.com, the only social site catering to the unique food interests and preferences of male cooks. The community-driven site leverages the proprietary tools and technology that consistently makes Allrecipes the #1 food site, and represents the first brand launched under the newly restructured Readers Digest Association.

ManTestedRecipes is a social site dedicated to male cooks; a virtual man-cave where men can talk about food, post and comment on recipes, voice their opinion about cooking methods and find recipes for anything from a backyard barbeque or tailgate party to a satisfying family feast. ManTestedRecipes is offering anyone who submits a recipe from March 8 through April 30 the chance to win a $500 cash prize in the ManTestedRecipes Dude Food Contest.*

"Our research shows men genuinely enjoy cooking but have uniquely masculine interests and tastes; they deserve a dedicated and authentic community to connect with each other," said Lisa Sharples, president of Allrecipes. "Because the site is based on user generated content, it will be the genuine voice of men and what they want in food... a site created by men, for men."

Research Findings

ManTestedRecipes was created based on research conducted by Allrecipes over the past year. According to comScore, in 2009, males accounted for 36 percent of unique visitors to community-food sites, consuming 30 percent of total category PVs (1.2 billion). Moreover Allrecipes' research indicated that 70 percent of men were more interested in visiting a men's food site than a general food site. Allrecipes created ManTestedRecipes to fill this void for hungry men everywhere.

More surprising stats include:

  • Men enjoy preparing meals more than women (men 82 percent, women 75 percent).
  • Men enjoy eating more than women (men 91 percent, women 88 percent).
  • The majority of men prefer to eat food cooked by other men (53 percent).
  • When asked their preferred dinner ingredient, steak is the top choice among men while pasta is the top choice of women.
  • When asked to describe the perfect dish, the top two adjectives among men are "spicy" and "meaty," whereas women select "healthy" and "savory."
  • The grill far outweighs the oven as men's favorite way to cook (Grill 46 percent, Oven 17 percent), while it's the opposite for women (Grill 16 percent, Oven 42 percent).
  • Men are willing to spend more time preparing meals than women – 57 percent of men say "40 minutes to as long as it takes" is acceptable while 52 percent of women prefer to limit cooking time to "0-40 minutes."

Site Features

ManTestedRecipes.com is built on the platform of Allrecipes' international sites and leverages many of the same features that made Allrecipes the #1 food site with additional expanded features that make the site more social. Men can submit recipes, rate, review and comment on recipes and post photos of their flame-charred creations. Unique features include tagging, friending, following, and posting to another's "fridge" which is similar to posting on someone's Facebook wall.

New Opportunities

ManTestedRecipes provides an exclusive opportunity for male-focused food, beverage and cooking brands to connect with male cooks in an authentic, high quality environment. Similar to Allrecipes, ManTestedRecipes offers unique advertising solutions that seamlessly integrate brands into the community. Research indicated men were more interested in hearing about new gadgets, tools and techniques, than seeing images of other men and even (surprisingly) other women on the site. Where Allrecipes features a "cook of the week," ManTestedRecipes will feature a product. The site launched with Bacon Salt as the featured product creating an alliance of two brands that are truly focused on men's tastes.

Mantestedrecipes.com has launched a facebook page at www.facebook.com/ManTestedRecipes.

*For the full rules and restriction of the ManTestedRecipes Dude Food Contest visit http://mantestedrecipes.com/competition-rules.aspx.

About Allrecipes

Allrecipes, the world's #1 food site, receives more than 365 million annual visits from home cooks who discover and share food ideas through user-generated recipes, reviews, photos, profiles, blogs and meal ideas. For more than 13 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, party ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing food site, Allrecipes provides insights into the cooking behaviors of home cooks everywhere. Since 2008, Allrecipes has launched localized versions for the United Kingdom/Ireland, Australia/New Zealand, France, Germany, China, Japan, Quebec, the Netherlands, Southeast Asia, Brazil, Mexico, Russia and India. Allrecipes is the publisher of Allrecipes Dinner Spinner and Dinner Spinner Pro, the #1 food apps for the iPhone. Allrecipes offers Dinner Spinner versions for the U.S., UK, Australia, France and Germany. Allrecipes is part of Food & Entertaining @RDA, a division of The Reader's Digest Association, Inc. For additional information regarding Allrecipes, please visit www.allrecipes.com.

CONTACTS:


Caitlin Melnick

Stephanie Robinett

360 Public Relations

Allrecipes.com

cmelnick@360publicrelations.com

stephanier@allrecipes.com

617.585.5775 (o)

206.708.9271 (m)

857.869.2647 (m)



SOURCE Allrecipes.com



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