A freshened up Food24 inspires SA’s kitchens

New Media, the owner of Food24 and Eat Out, today launched a brand-new Food24 website. Built by New Media’s in-house dev agency, Swipe iX, the new site mixes Food24’s 18-year, much loved legacy of 15 000 recipes and 7 000 food articles with a beautiful new look and smart tech under the hood.

The new Food24 is even easier to use than before and offers an improved user experience, underpinned by powerful search functionality, which makes recipe selection more efficient.

Users can now filter their search by category, ingredient, dish type, serving size, cooking time, method, occasion, dietary preference or cuisine.

Recipe discovery is another key feature of the new site, which presents collections (think “braai”, “easy weekday meals” and more) on a clean, understated interface, allowing gorgeous food photography and videos to speak for themselves. This offers tantalising inspiration for the more casual browser.

Search and discovery both lead to more engaging and visually appealing recipe pages that include the serving size, preparation time and cooking time for recipes developed by the Food24 team and a host of contributors.

These include well-known SA cooks such as Zola Nene, Kamini Pather and Reuben Riffel and a network of food writers and bloggers from across the country.

“It doesn’t matter if you’re looking to make a quick Tuesday night meal after a long day at work or a lavish Saturday spread, the new Food24 site will be your companion in the kitchen,” says Natalie Wilson, the newly appointed Head of Food at New Media.

“Accessibility and the presentation of inspiring content were key drivers of this rebuild. We want to be the one-stop shop for all South Africa’s home cooks.

To that end, there was also a special focus on, for example, the mobile experience that serves cooks on the go as well as curated collections for ease of reference.”

This is reflected in Food24’s new tagline: “Inspiring South Africa’s kitchens”.

Food24 has proven to be incredibly valuable to South Africans during the lockdown, with the brand’s total digital audience growing to 1 824 626 in April, a year-on-year increase of 36.9%.

“Although this new site has been in development for several months, lockdown has given us an opportunity to present it to a bigger audience,” says Natalie. “We are committed to serving our loyal community and our new users. The Food24 team is already producing

1 500 new recipes and 500 new articles every year. Our goal is to keep providing content for people who are passionate about food, and to bring them more features to make Food24 even more useful to them over time.”

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