Food Network Cooks Up Food2

Apr 26, 2009  •  Post A Comment

In a bid to win young audiences online, Food Network is launching a Web site this week designed to reach adults 21 to 34 who are interested in food, drink and pop culture.
The new site, Food2.com, comes to market with Newman’s Own on board as a launch sponsor. Food Network has secured additional advertisers and will announce them in the coming weeks.
The launch stands out because it comes at a time of massive retrenchment at media companies, with most holding off on introducing new products and Web sites as advertisers slash their budgets.
“We are in the middle of an advertising recession, not an audience recession,” said Deanna Brown, president of Scripps Networks Digital.
Scripps decided to launch the new site based on research it has conducted with younger consumers in the last year regarding their interest in food programming online.
Ms. Brown declined to disclose costs for the new site, but the network has been able to tap into some of its existing Food Network content and assets to build it.
With more than 1,000 videos on the site at launch, Food2.com will include regular Web series, how-to videos, and some FoodNetwork.com programming, as well as social media components to attract the younger demographic. That includes Facebook and Twitter integration on the site itself, Ms. Brown said.
Food2 has been building a following with a Facebook page, Flickr photos and Tweets since early March, she added.
“The key to the success of this business will be reaching a new audience, so there will be traditional marketing with online and on-air, and we will also use social media tools and we will find people and people will find us,” Ms. Brown said. To hook younger viewers, Food2 will give away food baskets and other items on Twitter.
Visitors also will be invited to participate in Food2 Web challenges to find interesting and unusual food, such as the best mashed potato sculpture.
The network is relying on “The Next Food Network Star” Kelsey Nixon, “Top Chef 4” finalist Spike Mendelsohn and other popular food bloggers to contribute to the site.


  1. This is a very smart move. There is a lot of evidence to support the idea that Millennials think of food and wine as self-expression or even art. According to Mintel, 2/3’s of Millennials are ‘foodies’. 22% “try to eat gourmet food whenever they can” (20% higher than national average) and they devote a disproportionate amount of their after tax income to food and alcohol (15).
    Carol Phillips

  2. Да уж, автор блога на самом деле очень добрый и отзывчивый человек. Спасибо 🙂

  3. Извините за офф-топ, не подскажете, где мона такой же симпатичный шаблон для блога взять?

  4. The following mispunctuated world wide web composition discloses the particular idea the fact that the commenter may not be bothered to go through virtually all of the ideas you have resolved to post

  5. Electronics are the greatest things in the world. Be sure to patent any product idea or invention you come up with. So that noone copies any of your ideas. How To Patent An Idea

  6. Do you like running blogengine.net? If I might –perhaps you should consider adding a few jquery animations. I dont mean to disrespect what you’ve done here; its very good stuff, indeed. But, I think would respond to it more positively if they could be something tangible to your site. Keep it up, but put a little more into it next time.

  7. The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  8. High quality info here! Keep up the great work. I love the feelings being expressed.

  9. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  10. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  11. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  12. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  13. Thank you for great article. I had a very good time reading, and there were few things I was surprised by.

  14. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  15. We are happy to invite you to submit all your future posts to the web directory.

  16. Great article! I enjoy your site very much. Take a look at my Games directory.

  17. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  18. High quality info here! Keep up the great work. I love the feelings being expressed.

  19. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  20. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  21. Happy holidays and keep up the good word with this blgo.

  22. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  23. Fantastic article. I am going to want a bit of time to ponder this writing!

  24. Great job. Going to take some time to toy with the website.

  25. I typically don’t reply lying on sites except you have a little first-rate comprehensible material.

  26. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  27. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

Your Comment

Email (will not be published)