Kraft Heinz is launching a digital cooking platform with celebrity chef Edward Lee. As Kraft Heinz increases their digital efforts, the brand is transforming its print publication, What’s Cooking, into a food-focused digital platform in collaboration with Korean-American chef and Top Chef alum Edward Lee. What’s Cooking will produce everyday content inspired by home cooks and food creators (like Lee), as opposed to trendy, cutting-edge recipes offered in other food publications—which could be a major step for showing foodies and beginner cooks alike how to integrate pantry staples (*wink* like Heinz Ketchup, Kraft Macaroni & Cheese, and Philadelphia Cream Cheese) into their recipes. YPulse’s Comfort in the Kitchen trend data also shows that 38% of young people have sought out more recipes since COVID-19 started, and 72% agree that they try to stick to easy and simple recipes. Kraft Heinz plans to use the platform to support various food creators (the brand is currently recruiting them on its site) by creating opportunities for them to manage and monetize content while engaging with their foodie audiences. (Marketing Dive)
