Australia’s Best Recipes reveals new ingredients with website overhaul

• The website relaunches with an all-new look and feel

News Corp Australia has unveiled an all-new look for Australia’s Best Recipes.

The online destination has a monthly unique audience of 1.1 million, making it the second biggest food site in Australia behind taste.com.au, and a social footprint of more than 1.4 million.

The website relaunches with an all-new look and feel along with the new value proposition of convenient and affordable home-grown recipes.

With a highly engaged audience of more than 8.7 million Australians News Corp Australia is the largest food publisher in this country, producing more than 20,600 pieces of food content each year.

News Corp Australia’s director of lifestyle Fiona Nilsson said: “Australia’s Best Recipes consumers are savvy supermarket shoppers who love convenient recipes that home cooks just like them have already tested.

“From our research we know that they are family cooks with two out of three wanting easy and convenient recipes. They are budget conscious, with 82% believing price is important when buying new products; and they are seeking home-grown, with 79% preferring to buy Australian made. Australians are more price sensitive than ever before yet don’t want to compromise on quality.

“This major investment in the website represents our commitment to the incredibly loyal Australia’s Best Recipes community by delivering them more of what’s important to them.

“For our advertisers, the changes on Australia’s Best Recipes deliver a suite of new products and partnership opportunities along with additional options for commercial content amplification.”

In line with the relaunched site, a number of new commercial offerings are now available.

• Supermarket Swapper: A first of its kind, this ingredients solution gives recipe base FMCG products, such as pasta and simmer sauces, integration at a recipe level matching their different product profiles with relevant recipes to deliver recipe shortcuts.
• Public publishers: Giving clients the opportunity to become a site publisher with a public profile for their supplied recipes, using Australia’s Best Recipes as a distribution tool.
• Budget Club: A weekly content series showcasing the best budget buys across food, everyday appliances and household items.

Top Cooks: Clients are able to tap into Australia’s Best Recipes Top Cooks network to create new branded content through an army of brand advocates.

The relaunched site includes:

A full site redesign with an intuitive UX, including a new logo, colours, fonts and iconography.

Enhanced search capability with the implementation of sophisticated tagging across more than 15,000 recipes making it even easier to discover recipes.

Content has been reorganised in four main editorial verticals – Baking, Easy Dinners, Budget and Easy Entertaining – based on top performing topics across the site.

The introduction of Top Cooks, a new section that highlights top contributors to the site and their recipes.

200+ recipe videos with an additional 110 how-to videos being added to the site.

Ratings and reviews have been enhanced as a feature on the site. With 15,000 recipes tried and tested by real home cooks, it is now easier to find and contribute to ratings and reviews on recipe content.

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