Seven West Media has kicked off its new mobile-first, digital food destination, foodiful.com.au, hitting the online world from Monday. Foodiful is tapping into the lucrative food and grocery shopping markets in Australia, helping to make meal planning and purchasing more seamless in the consumer journey from inspiration to action.

Bringing together the food content from Seven West Media’s portfolio of brands in a single destination, Foodiful hopes to address that bloody “what’s for dinner” dilemma of daily life with a more personalised and intuitive mix of menus, planning options and in-store and online shopping experiences.

Seven West Media CEO, Tim Worner, said, “Backed by Seven West Media, Foodiful proudly launches as the most advanced digital food product in Australia with Woolworths as the exclusive retail partner. Welcome to the country’s newest and best online authority for food and grocery.”

Peter Zavecz, CEO, Pacific Magazines, added, “Foodiful is our most significant new brand launch in the last ten years. This is a major play for us in the strategically and commercially important food category and another example of our ability to innovate and lead wherever we choose to compete.”

Foodiful’s launch coincides with Seven’s coverage of the Rio Olympics, as well as its newest food program, Zumbo’s Just Desserts’. Foodiful’s marketing investment includes 10 second and 15 second TV spots, print advertisements, social and digital support across Seven West Media and a targeted, audience conversion, SEM and acquisition strategy.

Gereurd Roberts, general manager, food, family and home for Pacific Magazines, said, “Practical, friendly, and accessible, Foodiful stands out from the crowd as a food brand with personality.

“It combines the world’s best shopper marketing technology with Australia’s best food content, to save our users both time and money.

“Simple yet innovative ideas help users enjoy an easier and better life in the kitchen with the inspiration, knowledge and technology to take the grocery shop to a new level – and deliver amazing food to the table.”

Clive Dickens, chief digital officer, Seven West Media, commented, “With world leading technology, Foodiful closes the gap between inspiration and action – with sensational food shoppable in one click.”

All of the 4000+ launch recipes come with full nutritional information and cost-per-serve. Foodiful’s launch team includes Alix Davis (nee Clark, founding editor of SBS Feast) as content director, sales director Neill Pitt, and Alison Pickel (formerly at Hard to Find and delicious.) as editor in addition to a digital, video and editorial team.

Alix Davis, content director, Foodiful, said, “Foodiful will make it effortless for Australians to create mouth-watering food, transforming everyday moments into a time to connect with loved ones.

“From midweek meals to lunch box ideas or the perfect dinner party – every recipe works every time.”