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Brief Published: 20 Dec 2016

BuzzFeed Launches Cookbooks

Tasty Cookbook

Popular Facebook-based food video creator Tasty, created by global digital media giant BuzzFeed, has introduced a fully customisable cookbook concept, following strong demand from users who desired a tangible product alongside their online experience.

After answering a series of BuzzFeed-style questions, users are assigned an algorithm-generated 'social foodie archetype' that helps them build a cookbook based on their preferences. Archetypes include 'Entertainer', 'Carb Lover' and 'Health Nut'.

Users can then choose seven bundles of seven recipes (giving them 49 recipes altogether), which are used to populate the cookbook's chapters across 114 pages. In total, there are 100,000 different recipe combinations from which to choose. For gifting purposes, users may optionally add a custom dedication, including a range of emojis, to the inside back cover. BuzzFeed then prints the customised book, which cost $35 per unit.

Launched in July 2015, BuzzFeed estimates that 50% of Americans see a Tasty video once per month. The page has over 75 million likes and its videos often reach up to tens of millions of views. Thanks to its ever-growing popularity, Tasty also launched a UK-focused page called Proper Tasty in December 2015, which currently has almost 15 million followers.

For more on food and social media, see Food Content is King, while Food Presentation Trends looks at how digital channels are influencing food styling, photography and plating.

Look out for our forthcoming industry trend Kitchen of the Future, wherein we will examine how concepts like Tasty are empowering a legion of 'everyday experts' who desire fast-paced, visual 'upskilling' opportunities.