Time Inc. Dives Into the Breakfast Content Space. Bacon Critic Wanted

Follows BuzzFeed's Popular Food Videos Under the Tasty Brand

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Time Inc.'s Foundry unit created Extra Crispy to focus on breakfast.
Time Inc.'s Foundry unit created Extra Crispy to focus on breakfast. Credit: Time Inc.

Time Inc. must have noticed that food content, particularly breakfast-related content, does extremely well on social media.

On Wednesday, Time Inc. creative lab The Foundry introduced Extra Crispy, a digital destination that will focus on breakfast, brunch, and the culture of both.

"It's something that people are passionate about," said Matt Bean, senior VP-editorial innovation. And, he said, "We felt like we had some white space here."

Mr. Bean acknowledged the obvious about the shareability of food content online, exemplified by the mozarella stick onion rings and breakfast biscuit fries that BuzzFeed food channel Tasty has riden to viral success. "We knew we wanted a food site that would give us entree into a very shareable space," he told Ad Age before the site went live.

Asked whether Tasty served as an inspiration for Extra Crispy, he said, "If we can have a fraction of their success, we'd be thrilled."

Like The Drive, a car-focused digital channel created by The Foundry last year, Extra Crispy will carry minimal Time Inc. branding. The site is intended to prosper on its own, without needing to win people over through an association with the legendary magazine publisher.

Mr. Bean said Extra Crispy is "not duplicative" of Time Inc.'s existing slate of brands, which includes Food & Wine and Cooking Light. The site will be staffed by approximately 18 people, including 10 editorial staffers and three engineers.

Meredith Turits, Extra Crispy's editorial director, was one of the four founding editors of Bustle, the digital news site aimed at millennial women. Her Bustle experience, she said, hammered home the idea that content around identity resonates well online.

"We wanted to really represent a lot of different experiences," Ms. Turits said of the writing that will be featured on Extra Crispy. "It's not just a fancy culinary experience."

Marketers intrigued by Extra Crispy will have the opportunity to place banner ads on the site. Extra Crispy will work with brands, including initial sponsor Arla Foods, a Danish dairy company, on custom content.

Wednesday's introduction is also something of a casting call, as the site is looking to hire a bacon critic. Interested applicants will be asked to write 600 words on their favorite bacon memory.

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