The service-oriented section is geared for women seeking easy meal options and advice on healthy eating. Along with typical recipes and food preparation videos, iVillage Food offers multiple tools designed for users to manage personalized shopping lists, plus diet plans and related features.
“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,” said Jodi Kahn, evp at iVillage.
iVillage Food also leverages parent company NBCU’s popular food-related programming. For example, the site serves as hub for fans of Bravo’s Top Chef, offering episode reviews and blogs and showcasing talent from the long-running series.
The site has also gone outside the NBCU family to bolster its content. iVillage has partnered with Time Inc. to deliver recipes from magazines like Real Simple, Cooking Light and Southern Living.
The launch of iVillage Food follows a similar rollout of iVillage’s entertainment channel in September — all part of an overall push to make the longstanding women’s property more content-rich and community oriented. The food channel offers numerous outlets for users to participate, including a Twitter-esque “Chime In” box on the home page that encourages visitors to respond to questions — such as “What holiday dish do you wish you could eat year-round?” — in 140 characters or less.
McCormick has signed on as iVillage Food’s launch sponsor.