iFood.tv lands on connected TVs, expands mobile strategy


After years of building up a following on for its instructional cooking videos online, iFood.tv is making the move to both bigger and smaller screens. This week, it plans to launch apps for the Boxee, Google(s goog) and Yahoo(s yhoo) connected TV platforms – joining its recent launches over Roku and Boxee. Last week it launched its first Android app.

Five years after launch, iFood.tv has built up a sizable library of 25,000 cooking and recipe videos supplied by partners and the site’s own users, who now account for 4 million unique viewers a month. iFood.tv has tried to set itself apart from the big food and cooking brands that rule cable TV by approaching food content as educational rather entertainment, said company co-founder Vikrant Mathur. iFood.tv wants people to come to its site to learn how to poach an egg or whisk cream into soft peaks, rather than watch pre-programmed cooking shows.

But now the cooking site appears ready to step onto the Food Network’s and the Cooking Channel’s turf, moving from the kitchen and office into the living room where entertainment reigns. iFood.tv is making its content more coach-potato friendly by curating its video library and creating its own ‘channels’ of content – for instance channels devoted to wine or Mexican food. But Mathur said the connected TV apps are still aimed at iFood.tv’s core viewers. While some viewers may click on the wine channel, sit back and take a tour of a winery, many more will be looking for ideas about how to pair wines with their coming meals.

“The connected TV space is fundamentally changing the way people are consuming media,” Mathur said. “Long-tail content is being accentuated.”

But with iFood.tv’s second prong of attack, mobile, it hopes to zero in on the practical side of cooking in the kitchen. Its recently updated iPhone(s aapl) and new Android apps don’t just allow users to access video, but to store favorite recipes in a video recipe box and keep a picture diary of dishes cooked. Mathur said iFood.tv is very conscious of the growing trend of people using their phones and tablets as electronic recipe books and digital kitchen assistants. Nearly 10 percent of iFood.tv’s video and recipe views come from iOS and Android devices, either from the iPhone app or from mobile browsers. It plans to tap further into that trend with an iPad app in coming months.

To that end, iFood.tv is expanding the content and tools on the site and apps beyond video. It has 150,000 text recipes on site to complement its video library, and it’s begun embedding ingredients and instructions directly into each. The idea is that users will watch the videos while in the kitchen, pausing the stream to view ingredient lists and measurements as they cook. Eventually iFood.tv plans to take the channels it has built for connected TV and recreate them as apps for tablets and smartphones.



ifood tv has given me the unique opportunity of being able to cook like an expert. My family & friends are impressed indeed! Now I look forward to the day when I can save my favorite recipes on mobile thus creating my very own cookbook


ifood on TV is an opportunity too good to pass up. Now I can hope to recreate mouthwatering dishes at home and impress my family and friends alike. Being able to save recipes and create my very own cookbook on mobile is something I’m eagerly looking forward to.


Before I knew about ifood.tv, I was a trial and error cook. However, after being introduced to this wonderful website, I have been spending most of my free time rustling up dishes I couldn’t expect myself to cook a few years ago. The videos are too easy to follow and show you the basic things to do with ease. Now that ifood.tv is coming to TV, it will be all the more fun.

Emilia King

Thanks ifood.tv you have been quenching my foodie thirst for over an year now…Time for me to get hooked to my Roku

Samantha Jennings

Being able to pause and rewind videos while cooking a recipe takes the cake. Looking forward to a similar seamless experience on my iPad!

Ushna Roy

ifood.tv is no more a regular food website – it is on TV and on mobile – this is what making me more fascinated! Now I can watch my favorite cooking shows, even while cooking at my kitchen. It’s a great idea.

Tulika Tiwary

I am totally hooked to the 10 food channels by iFood.tv on my Boxee. Some of the great recipes I found on iFood.tv and tried include Low calorie pudding, chocolate cake and lava cake . I have a open kitchen connected to the Family room and it is easy to start, stop and rewind the iFood.tv food shows and cook along with it. Most of the shows have homely feel with practical, easy to follow instructions. Connected TV is the future and it is delicious thanks to iFood.tv.


Love the idea of being able to view a recipe video in the kitchen and the feature of being allowed to pause to take a look at the ingredients and measurements. I could not do this with my regular cookery shows on TV.


ifood.tv – that sounds like an interesting website to check out… good to see that more and more recipes are now available on our iptv :)


This is really amazing. Recommendations are quite useful, it always suggest something that I cant stop myself in watching one more video. nice quality content. great job

Sophia Rodriquez

This is a great news!!!. I have been using ifood.tv to cook special meals for my family for the past 2 years now and every time I log on to the website, it has something new to offer. Now waiting eagerly for the iPad app.

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