July 15, 2008

NEW ONLINE FOOD COMMUNITY LAUNCHES TO OFFER EVERYDAY DELIGHT AND INSPIRATION

Global #1 online cookery community comes to the UK

Seattle, WA, July 15, 2008 — This month, a new kind of food website arrives in the UK. Allrecipes.co.uk is the UK’s first online cookery community for UK food enthusiasts to connect, inform and inspire one another. The site provides access to thousands of real food ideas created by real people; refreshingly different from those from celebrity chefs and sophisticated cookbooks.

The Internet is now the most influential of all media channels and over 11 million people in the UK visit a social networking site every month, according to recent research. Embracing this trend, Allrecipes relies solely on its community of home cooks to share their best food ideas and experiences for others to try at home. Easy to use, visitors can search for recipes by listing ingredients in their fridge, by how much time they want to spend in the kitchen, by food type or by dishes for special occasions. They can also get hints and tips on entertaining, cooking for kids and catering for special diets.

Allrecipes enables members to review recipes and swap cooking triumphs or nightmares. They can even upload authentic photographs of the finished product to show others what the recipe is supposed to look like. The reviews feature allows cooks to then share their experience of the recipe as well as suggesting ways they tailored that recipe to meet their own family’s needs and tastes.

Personalised online profiles allowing members to include the area of the UK in which they live as well as their personal interests. Allrecipes also helps cooks engage with each other on a local basis and exchange food ideas with people in their vicinity based on shared interests and needs.

Stateside popularity has already made Allrecipes the world’s largest and most trusted community-driven food site with over 11 million monthly unique visitors globally, a quarter of a million of which are based in the UK. The new UK-version builds on this dynamic legacy by celebrating local food enthusiasts and their favourite recipes.

The Allrecipes site is free. To try it for yourself, visit www.allrecipes.co.uk.

About Allrecipes.com
Founded in 1997, Allrecipes.com is the preeminent social network for food enthusiasts. Allrecipes allows people to easily find and share food ideas through user generated recipes, ratings, reviews, photos and profiles based on common interests, needs and passions. The site averages 11 million unique visitors monthly. Allrecipes is part of The Reader's Digest Association, Inc., a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. The company is dedicated to providing its customers with the inspiration, ideas and tools to simplify and enrich their lives.

About Peppadew
Peppadew is the official launch partner of www.allrecipes.co.uk.