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Yahoo Food Targets Gourmands, Soccer Moms

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NEW YORK Yahoo has launched its latest vertical channel, Yahoo Food, which takes a sweeping approach at serving one of the more passionate and diversified categories in the media universe.

The new site, food.Yahoo.com, is aimed at both finicky foodies looking for wine pairing suggestions and soccer moms hoping to figure out yet another way to prepare chicken for Tuesday night dinner.

Yahoo Food, part of the year-old Yahoo Lifestyles division, is the latest product to emerge from the company's media group since former ABC entertainment chairman Lloyd Braun came on board in 2005. While it will feature some original content, including a video series geared for novice cooks, the site has mostly been built using Yahoo's successful playbook: aggregating top licensed content while also featuring a host of social media tools.

"Recipes are like the original file-sharing," noted Deanna Brown, general manager of Yahoo Lifestyles.

Kraft is an initial sponsor of the site, running standard ad units. Yahoo plans to integrate Kraft's content more deeply in the site, tapping into Kraft's trove of recipes.

The new site has landed content deals with several major names from the food-media world, including Martha Stewart, who is supplying both text and video; Rachael Ray, who is the face of a daily dinner ideas feature; and Wolfgang Puck, who is authoring a blog.

The site's broad approach also serves recipe hunters through a customized search template. Yahoo says that on a daily basis, it fields 1.5 million search-related queries, with a major spike occurring at 4 p.m. In addition, on a local level the site is geared for those seeking a restaurant of a particular cuisine.

The original series set to debut on Yahoo Food is Cheap & Easy, a short-form show that takes viewers through preparing a meal with five ingredients in just five minutes.

Cheap & Easy and Yahoo Tech's original series Hook Me Up represent the sort of short-form fare users should come to expect from Yahoo, according to Brown. "It complements what we have on the site," she said.