Top Online Food Community Expands in US and Launches in International Markets
Seattle (July 21, 2009) — Allrecipes.com, the world’s #1 food site, today announced year-end results for its fiscal year ending June 30, highlighted by 40 percent year-over-year ad revenue growth, and a nearly 50 percent increase in site visits, which in turn drove a more than 60 percent increase in user-generated content (comScore Media Metrix, Nielsen/NetRatings, June 2009). The food-focused social media site, where home cooks share and discover new food experiences through recipes, photos, ratings, profiles, reviews, blogs and more, is aggressively pursuing international expansion, with the Allrecipes Germany site making its official debut this month, and the rollout of Allrecipes’ popular Dinner Spinner iPhone app to the UK/Ireland, Australia/New Zealand and Germany.
“Our focus on the real needs of home cooks combined with constant innovation in the digital space has enabled us to surpass all other food sites in the US and is being embraced globally,” said Lisa Sharples, president, Allrecipes.com. “We are experiencing rapid and sustainable growth driven by active, localized communities of cooks around the world who share a passion for great-tasting, homemade food and seek peer-to-peer advice on recipes, ingredients and shopping.”
Allrecipes is the first vertical social media site to expand internationally, offering multinational food brands a dynamic advertising vehicle to reach key audiences worldwide by partnering with a trusted source.
Both in the US and abroad, Allrecipes’ popularity with Internet savvy women from their mid-20s
to mid 50s makes it an ideal advertising vehicle for reaching household decision-makers. In
Germany, Maggi, a leading manufacturer of instant soups, stocks, bouillon cubes, sauces and
seasonings, has signed on as an advertiser for the official launch of de.Allrecipes.com. In the
US, leading tea and flavored beverage brand Snapple is partnering with Allrecipes for an
innovative summer campaign that includes online ad sales and a sampling program at farmers’
markets across the US.
All Around the Globe
Allrecipes makes its official debut in Germany this month, and is actively building Allrecipes communities for home cooks in China and Japan. Allrecipes’ portfolio now includes seven localized sites:
- United States: Allrecipes.com
- United Kingdom/Ireland: Allrecipes.co.uk
- Australia/New Zealand: Allrecipes.com.au
- France: Allrecipes.fr
- Germany: de.Allrecipes.com
- China: cn.Allrecipes.com
- Japan: Allrecipes.jp
Allrecipes sites are created from ground up, country by country, featuring recipes, ratings, reviews, photos and profiles created by local community members. Language, measures and ingredients are all localized.
Allrecipes’ free Dinner Spinner application for the iPhone/iPod Touch has proven so popular in the US, with more than 1.3 million downloads since its December 2008 launch, this spring Allrecipes developed the Dinner Spinner for three markets—the UK/Ireland, Australia/New Zealand and Germany—using content from each country’s Allrecipes site.
Allrecipes, the world’s #1 food site, receives more than 300 million annual visits from home cooks who discover and share food ideas through user generated recipes, reviews, photos, profiles, blogs, and meal ideas. For more than 12 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, party ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing food site, Allrecipes provides insights into the cooking behaviors of home cooks everywhere. Since 2008, Allrecipes has launched localized versions for the United Kingdom/Ireland, Australia/New Zealand, France, Germany, China, and Japan. Allrecipes is the publisher of Allrecipes Dinner Spinner, the #1 food app for the iPhone. Allrecipes is part of Food & Entertaining @RDA, a division of The Reader’s Digest Association, Inc. For additional information regarding Allrecipes, please visit www.allrecipes.com.
360 Public Relations