Allrecipes transforms into the first food-focused social network
“Social connections have always been at the centre of the Allrecipes brand,” said Stan Pavlovsky, Allrecipes President. “The new Allrecipes experience brings home cooks and the more than 300 million experiences they’ve shared to the forefront, and makes it easier for our community to share and connect from any device.”
With the new Allrecipes, the brand is responding to huge shifts in how, when and where its community of more than 40 million unique visitors per month are engaging online. Visits from mobile devices now account for two-thirds of Allrecipes annual visits. Additionally, the sharing of food experiences through social platforms and photos continues to increase, and home cooks are viewing more than 100m Allrecipes videos annually.
The new design provides the best possible experience for home cooks across devices. The single-site, responsive, touch-based experience now extends seamlessly across mobile, tablet and desktop devices to allow cooks to quickly and easily connect with Allrecipes whenever and wherever they want.
Additional new features and tools include:
- The Cooking Graph, which delivers a more personalised experience that anticipates a cook’s interests and needs, and enables cooks to connect more with the home cooks and brands they trust most.
- ‘I Made It’ allows cooks to share their creations with their followers and celebrate the foods they love.
- Expanded Profiles provide all of the information home cooks need to connect with each other, as well as the brands they care about, based on food preferences and dietary needs.
- Personal Collections offer an easy way for cooks to curate the food experiences that inspire them for all of their special occasion and every day needs. Personal Collections can also be viewed and followed by other home cooks.
“Allrecipes understands how home cooks want to connect with brands all along their cooking journey – from meal ideas to shopping deals,” said Mark Materacky, Soup & Broth Marketing Director, Campbell Soup Company. “As one of the first brands to partner with Allrecipes on this updated design, Swanson is excited to see Allrecipes bring new cooking tools to the forefront for their passionate online community. Swanson cooks are turning to digital media sources for culinary inspiration and information more than ever and Allrecipes will provide an even more engaging resource for planning everyday meals or special holiday events.”
“Now with the reinvented Allrecipes, we are re-imagining the way home cooks connect through technology by providing an experience focused on the discovery and sharing of authentic, highly actionable food-focused conversations and resources to guide cooks to success,” said Pavlovsky. “In contrast to many social networks, which spark inspiration but lack actionable information and create fragmented conversations, the new Allrecipes is the only destination where the voices and contributions of home cooks are highly valued and validated.”
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