iVillage has launched its new food site (www.ivillage.com/food), a modern online food destination specifically designed for women and moms who want to simplify meal planning, eat healthier, and spend more time with their families around the table. This marks the second phase in a site-wide relaunch, which takes a new approach to women’s media and caters to the needs of today’s busy women who live their lives online. McCormick, a global leader in the sale of spices, herbs and seasonings, will be the launch advertiser for the new food site. “iVillage is the only place where women’s everyday needs are met with tools and a community to support them. Food, a topic central to all women, is a key component in delivering experiences around the things that women care about most,” said Jodi Kahn, EVP, iVillage. “We know women are the primary shoppers and cooks in the home, and have designed the new site with a real-life approach to how they consume, shop and integrate food into their lives.”  According to new iVillage research conducted by GfK Roper just this week, 73 percent of women online already rely on the Internet to plan family meals. Tapping into this trend, iVillage is unveiling a highly personalized set of tools with over 139 categories to help women manage their shopping lists, food preferences, health needs, dietary needs and even allergy considerations in innovative ways.  Kahn also announced a partnership with Time Inc.’s MyRecipes.com, which will deliver a special array of dishes from top brands such as Real Simple, Cooking Light and Southern Living. This marks the first time Time Inc. has shared its recipes with an outside company.  To help advertisers become fully integrated with a woman’s daily routine and leverage the thousands of conversations happening in the iVillage community, there will be a host of partner-driven programs available at launch.

As the launch advertiser, McCormick will promote our spices and signature recipes. “McCormick is a brand women trust for all of their cooking needs, and we are thrilled to have a digital partner like iVillage Food to extend our brand online to a key target audience for us,” said Laurie Harrsen, Director of Consumer Communications at McCormick.  iVillage will continue its relaunch with next month’s Astrology debut, followed by Health, Beauty and Family throughout the first half of 2010.

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