Australia’s premium food and lifestyle brand delicious. this week celebrates its 20th anniversary with the announcement of an expanded network of consumer offerings and the release of a special collector’s edition.
delicious. has unveiled significant brand extensions including a new baking range that will be available exclusively through Woolworths stores nationally, the delicious. Drinks x Qantas Wine collaboration; and a brand new digital video program hosted by Darren Robertson.
News Corp Australia’s managing director of food and travel Fiona Nilsson said: “Over the last 20 years delicious. has consistently led the premium food lifestyle market. The brand has done this through constant evolution and highly successful expansions that deliver to consumer needs identified by our unparalleled data and insights. Now, to celebrate our 20th birthday we are expanding the delicious. proposition even further with the announcement of these exciting consumer offerings.”
November delicious. magazine, on sale today, is a 20 years’ collector’s edition with content and collaboration from some of the food industry’s best talent. The birthday themed issue features a special retrospective that highlights achievements, behind-the-scenes secrets and a shout out for some of the delicious. audiences’ most loved moments.
News Corp Australia’s editorial director of premium food and travel Kerrie McCallum said it had been an unlikely time to pull together the 20th birthday issue of delicious.
Listen to Kerrie McCallum talk with James Manning in the Mediaweek Studios
“We felt it was important to bring as much joy to this issue as possible, because we all need it – and birthdays should feel even more special during times like these,” said McCallum.
“The delicious. team managed to bake up a storm, and tested, poured, mixed and developed innovative ways to shoot (at home) to bring this milestone issue to our audience without compromise.
“A delicious. baking range, conceived in the first lockdown and finished in the next with our partners Healthy Generation, launches just in time for our 20th birthday. What better time to eat cake! Our four beautiful products, with more to come, are on shelves exclusively in Woolworths nationally, and we think they are a great option when time is of the essence.
“We are expanding our highly successful video offering with a new digital video program hosted by Darren Robertson. We currently receive more than seven million video views^ a month across our social channels and engagement in this space continues to grow. And we’ve collaborated with Qantas Wine to deliver premium Australian wine to consumers.
“I’m also pleased to announce that after seven years in the chair, I’m handing over the reins of editor-in-chief to my colleague Samantha Jones. Sam has been the editor of delicious. for six years, and knows the brand inside out. The magazine is in great hands with Sam.
“There is much to celebrate this month, and like the finest, most sparkling Champagne, delicious. only gets better with age. We can’t wait for you to see what we have in store next!”
delicious. Baking Range
delicious. is launching a baking range co-created with Healthy Generation which will be exclusively available in Woolworths stores nationally from 25 October. Offering consumers the ability to create recipes like they see in the pages of delicious., without having to cook from scratch, consumers will be able to purchase four products based on some of the brand’s most popular recipes – Double Choc Mousse Cake, Cookies & Cream Cake, Salted Choc-Chip Cookie Pie and Upside Down Golden Syrup Banana Cake.
Make it delicious., Digital Video Program
delicious. will launch a brand new digital video program, Make it delicious., hosted by chef and co-owner of Three Blue Ducks, Darren Robertson that helps viewers increase their expertise in the kitchen by creating at home versions of Australia’s best restaurant dishes. This program is taking a non-linear approach and has been built for success in today’s attention economy by leveraging digital and social channels for distribution. Episodes will be broken down into segments that can be enjoyed in isolation or be watched in their entirety. Make it delicious. will launch in early 2022 with Massel as the headline partner.
delicious Drinks X Qantas Wine
delicious. and Qantas Wine have teamed up to drive e-commerce through the sales of co-branded wine cases, and subscription wine plans that deliver premium Australian wine to consumers. Consumers can choose from a selection of quality cases or a wine subscription that suits both their palates and pockets. The wines are specially curated to perfectly pair with delicious. recipes each month, making food-and-wine matching effortless.
20th Anniversary
The delicious. brand has been helping consumers create impressive an effortless food experiences for 20 years. The November special collector’s edition of delicious. is a collaboration of contributors from the past two decades and the talented in-house team who bring the brands loyal audience recipes, stories and inspiration to create memories and magic in their homes.
To celebrate the anniversary, delicious. will launch Club 20, giving consumers the chance to win 20 covetable experiences and prizes that make up a $70,000 prize pool. Everything from personalised food and travel experiences, chef masterclasses, kitchen appliances, to the most beautiful tableware for their next dinner party are up for grabs.
The delicious. reaches more than 1 million* Australians every month across print and digital. delicious. has a social audience of more than 1.1 million across Facebook (859,795), Instagram (291,000) and TikTok (25,000).
Sources: *Roy Morgan Australia: 12 months ending Jun 2021. ^Average monthly video views on social media (Facebook/Instagram/Tiktok/YouTube) for the last three months (Jul-Sep 2021/Q1): 7.1m views per month.
See also: Travel + Luxury: Kerrie McCallum on News Corp getting serious about travel