New Idea launches dedicated culinary platform, New Idea Food

New Idea has launched its new online platform, New Idea Food.

The platform will focus on video content with 900 videos available at launch, and two new videos available each day.

New Idea Food follows the success New Idea found with its video recipes such as the Tim Tam cheesecake which received 18m views

The content is will be published under several categories including Food News, Dinner Tonight, Baking, Easy Entertaining and Healthy-ish.

This is the latest culinary development in the industry following News Corp’s Food Corp brand portfolio expansion, SBS Food’s rebrand, and The Australian Women’s Weekly’s own dedicated online food destination which launched in September 2018.

New Idea Food will also be supported by the 7Food Network, also owned by Seven West Media, which was introduced in December 2018.

The launch of New Idea Food will expand Pacific’s food offering which includes All Recipes and Better Homes and Gardens.

Pacific consumer research insights found that for grocery buyers aged 25 to 54 interest in experimenting in the kitchen is often trumped by convenience, drawing New Idea Food’s focus towards simple and tested recipes.

Group content and brand director for Pacific, Louisa Hatfield, said in statement: “Unlike other online food destinations that are geared towards women who are brilliant chefs, New Idea Food is for women who simply love food. With exceptional editorial, native and branded content, the platform is fast becoming the authority on all things food.”

Gereurd Roberts, CEO of Pacific, said: “Creating a new environment for New Idea in a space it already dominates is a fantastic way for our clients to reach a valuable audience that shares one key thing with us – the love of food. Food already drives one of our fastest growing social audiences and so it’s a clear opportunity to play to our strengths and focus on what we know works, for us and our clients.”


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