AOL Launches KitchenDaily

AOL has rolled out its latest vertical content site, KitchenDaily, which focuses on everyday home cooking.

The mom-targeted site is being helmed by several veterans from the magazine world, including editor in chief Cheryl Brown, who previously logged time at both Gourmet magazine and Wondertime magazines. Other KitchenDaily contributors include senior editor Megan Steintrager, formerly of Condé Nast Digital’s Epicurious.com and Food & Wine’s special projects coordinator Gail Simmons.

At launch, KitchenDaily features thousands of recipes, with a focus on easy-to-put-together meals for dinner. Plus, the site houses tools like Don’t Know What to Cook? Geared toward provide inspiration and instruction. “KitchenDaily is designed to help busy home cooks—moms in particular—make smart, informed decisions about food and cooking, while  also helping to instill confidence in their abilities in the kitchen,” said Stephanie Dolgins, svp, AOL Women’s and Lifestyle Group.

But KitchenDaily faces a crowded category on the Web. Not only do AOL’s rivals have large food-oriented properties with a big headstart—such as Yahoo Food and Delish, a collaboration between MSN and Hearst. But the food and cooking category is flooded with recipe-heavy entries from Reader’s Digest (Allrecipes.com) and Food Network, but thousands of amateur bloggers produce tons of niche cooking-oriented content.

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