Recipes in the Digital Age A Key Ingredient for the Food & Beverage Marketing Mix
The Relevance of Recipes Today Interest in Recipes
Budget-savvy Americans are preparing more meals at home these days and they are hungry for help and ideas. For example, half of all Millennials use recipes at least once a week, according to a recent NPD Group report, Recipes are Cooking.
by the #s
Our research shows that Americans, and especially moms, say they want two things above all from brands: deals and recipes. In our view, deals are practically mandatory, but recipes are the best way for brands and ingredients to build a long-term relationship with consumers. Good recipes get enjoyed, passed around, and served to family and friends. In fact, we see recipes as the original viral content. They can potentially live for years in a mom’s mealtime repertoire, and every consumption occasion could translate to sales.
40%
of all consumers learn about food via websites, apps or blogs
59%
of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days
The MSLGROUP North America Food & Beverage team is eager to partner with you to help makeover your food or beverage brand’s image, increase media placements and social media traffic/engagement, and build more demand for your product – with the help of recipes!
Clicks & Cravings: The Impact of Social Technology on Food Culture, a joint study by MSLGROUP North America and The Hartman Group
In-House Recipe Development Services We create and promote recipes for products and ingredients, making them more relevant to today’s consumers. Services include: • Recipe development (including cocktails/mixology) • Recipe testing • Recipe makeovers for better nutrition • Tracking food and beverage trends • Menu prototyping • Recipe photography & video
NORTH AMERICA
Food & Beverage Specialty
Our in-house Culinary & Nutrition Center includes a digitally-equipped test kitchen, as well as two Registered Dietitians on staff.