Launches Dedicated Online Video Site Serving Up Feast of Unique Content to Include Original Webisode Series, How-To Channel, Summer Grilling Channel, Videos from Advertising Launch Partner Kikkoman and More

Jun 07, 2010, 09:40 ET from

SEATTLE, June 7 /PRNewswire/ --, a Reader's Digest Association (RDA) brand, today launched, a new video-focused website from the world's #1 food site created to entertain, educate, inspire and connect home cooks through exclusive video content relating to food knowledge, ideas and experiences. will offer multiple channels, including an original series called " What's Cooking?," a collection of how-to videos, a live channel for special events broadcast directly from the Allrecipes kitchen, and in time, user-generated videos. 

The launch of comes at a time when online video consumption is at an all-time high. Americans viewed a significantly higher number of online videos in 2009 compared to the prior year, up 95 percent, according to comScore. Underscoring the launch, a recent survey by found 81 percent of home cooks are turning to sites like Allrecipes for online cooking videos.

" has always been committed to providing relevant, actionable content to help home cooks be successful with their everyday and holiday cooking needs," said Lisa Sharples, president of "With the explosive growth of 3G networks, smartphones, tablets and more, video is the natural next step for us. With our selection of unique video content, we can now connect with the Allrecipes community through an engaging, dedicated video platform."

"How-To" Can Do

As the #1 online food destination for home cooks, Allrecipes is positioned to share a collection of exclusive how-to videos on topics ranging from deboning a chicken to peeling garlic. For home cooks looking for fast and convenient instruction, the format of presents a fresh and uncluttered, food-focused environment where videos are tied to highly actionable content (video pages link to related how-to articles and recipes on

Kikkoman Kicks It Up a Notch

Kikkoman, makers of quality sauces and the advertising launch partner for, will share how-to video content on the dedicated "Kikkoman" channel throughout their campaign. "We are excited to reach Allrecipes' massive online community of food and cooking enthusiasts with our how-to videos. By allowing us to integrate video content that consumers can use, it takes our communications a step further than typical advertising," said Mike Evans of Kikkoman Corporation. "We believe online video has the potential to engage consumers in a new and exciting way so we're delighted to be partnering with" What's Cooking?

Premiering next month, will feature an original web series called " What's Cooking?" Hosted by a food lover in search of the country's best recipes, Michael Ketchum will eat his way through the U.S. on a cross-country food adventure. From city to city, Michael will take viewers into the kitchens of Allrecipes' home cooks to learn more about the site's most beloved, top-rated dishes and the regional specialties of America.

" What's Cooking?" was inspired by Allrecipes' honorary "member," Chef Tony, a beloved chef statue that traveled to Allrecipes' members' homes to share meals and cooking experiences. Chef Tony's travels, initiated by Allrecipes member MichelleJ, and organized by the Allrecipes community, took him across the country in the last two years. Chef Luigi, (Chef Tony's 'little brother') has since taken over, and continues to share cooking adventures with Allrecipes community members around the globe. He blogs and shares his culinary experiences and passions much like Michael will do in the new video series. 

About Allrecipes

Allrecipes, the world's largest food site, receives more than 365 million annual visits from home cooks who share and download recipes, reviews, photos, personal profiles, 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, entertaining ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing independent food Internet site, Allrecipes provides insights into the kitchens and cooking passions 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, Russia, India, Mexico, Argentina and Poland. Allrecipes is part of Food & Entertaining @ RDA, a division of The Reader's Digest Association, Inc. For additional information regarding Allrecipes, please visit

About Reader's Digest Association, Inc.

RDA is a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. The company builds multi-platform communities based on branded content. With offices in 44 countries, it reaches a customer base of 130 million in 78 countries. It publishes 92 magazines, including 50 editions of Reader's Digest, the world's largest-circulation magazine, operates 78 branded websites and sells 40 million books, music and video products across the world each year. Further information about the company can be found at


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