Vice Media and FremantleMedia are teaming up to develop a millennial-focused multi-channel food platform.
The as-yet-unnamed food offering will feature a slate of original video content, editorial features, articles, how-to guides, recipes and events, with subjects ranging from food politics and world travel, to cuisine and home cooking.
A long-term plan includes festivals and tastings, mobile applications, a ‘food locator’ concierge service, social media integration and licensed merchandise.
Both companies will develop and produce content for the offering, and Fremantle will distribute internationally. Content will be available on platforms including Vice.com, Noisey, Motherboard, The Creators Project, i-D, THUMP, Fightland, and the forthcoming Vice News.
Vice’s existing food programming includes the series Munchies, which features chefs Danny Bowen, Michael White and Anthony Bourdain, and Fresh Off The Boat, the Eddie Huang-hosted global food trends show.
“Today’s youth are the driving force behind the food culture explosion, yet they remain totally underserved when it comes to original food programming,” said Andrew Creighton, president of Vice Media, in a statement.
“Partnering with the best in class, FremantleMedia, the new Vice food channel will upend the culinary media landscape, producing more jaw-droppingly entertaining original multi-channel food programming than anywhere else and ensuring the content reaches a global audience on every screen. We’re stoked to say the least.”
Keith Hindle, CEO of digital and branded entertainment at FremantleMedia, added: “Vice is the undisputed leader in digital content; they have a great track record of identifying key genres which are not catering for the younger demographic, and entering those areas in a very major way. We agree food and drink today are central to so much of youth culture, and the genre is ready for a smart, bold new voice.”