Waitrose to launch online video hub dedicated to food

Supermarket chain Waitrose is to launch its own online television service this autumn, offering what is claimed to be the "first purely food-related online video channel from a retailer".

Designed in conjunction with Red Bee Media, Waitrose TV is an online video hub that will aim to "help inspire a nation of cooks".

It will feature tips from various celebrity chefs, including Delia Smith, Heston Blumenthal, MasterChef winner Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco.















Available online or via tablets and smartphones, the hub will feature six channels offering recipes and how-to guides from the experts, along with interviews and food ideas.

The Waitrose TV channels include a 'highlights' network showcasing the new videos each week, along with dedicated channels for food, drink, health, ethical sourcing and seasonal events, such as Christmas.

Waitrose will look to make money from the video hub via a 'buy ingredients' button that allows viewers to click directly through to purchase recipe ingredients or related products online.

"We know that our customers are increasingly viewing video content online so we wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way," said Courtney Freedman-Thompson, the digital editor at Waitrose.

"We've made it really easy for shoppers to buy ingredients for the recipes they like, so they can cook them at home. We're delighted to be working with Red Bee Media on this exciting new initiative."

Red Bee Media creative director Andy Bryant added: "With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business.

"We're delighted to be working with Waitrose in helping them to implement their innovative online video ambitions."

Customers will also be able to share their favourite videos on Waitrose TV directly with their friends and followers on Facebook and Twitter.