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Tastemade

Tastemade, Inc. is a company specializing in lifestyle content focused on , travel, and home & design, producing videos and streaming programming for online and global audiences. Founded in 2012 by Larry Fitzgibbon, Joe Perez, and Steven Kydd in , Tastemade began as a creator of short-form video content for platforms like and has since expanded into a full-service media network. The company engages a global audience exceeding 300 million monthly users through diverse formats, including quick clips under three minutes and long-form series over 22 minutes. Tastemade owns and operates four award-winning lifestyle streaming channels, offering ad-free on-demand access via its Tastemade+ subscription service alongside free 24/7 linear streaming. Its programming features celebrity chefs like and covers recipes, travel documentaries, and home renovation ideas, designed to inspire home cooks, travelers, and design enthusiasts. In March 2025, Tastemade was acquired by Wonder Group, the parent company of and , for approximately $90 million, integrating its content creation expertise with Wonder's food delivery and e-commerce platforms to enhance shoppable media experiences. This move positions Tastemade at the intersection of entertainment, commerce, and technology in the evolving food and sector.

Company Overview

Founding and Founders

Tastemade was established in June 2012 in , as a company specializing in . The company emerged during a shift toward mobile and online video consumption, aiming to produce engaging tailored for digital platforms. The company was co-founded by Larry Fitzgibbon, who serves as CEO, Joe Perez, and Steven Kydd, all of whom brought extensive backgrounds in media and technology. Prior to Tastemade, the trio had co-founded Demand Media in 2006, scaling it from a small operation to over 600 employees and achieving a public listing on the in 2011. Their experience at the intersection of innovation and entertainment informed the new venture's approach to content creation. From its inception, Tastemade's vision centered on producing short-form videos covering , , and home topics to appeal to online audiences seeking quick, inspiring lifestyle experiences. The founders sought to blend emerging digital trends with personal interests in these areas, creating modern, accessible content that resonated with a younger, mobile-first demographic. This focus on bite-sized, visually driven videos positioned Tastemade as a in the evolving landscape of entertainment.

Headquarters and Leadership

Tastemade's primary headquarters is located in , at 3019 Olympic Boulevard, where it functions as the central hub for content , creative development, and day-to-day operations. This facility supports the company's global video network by housing studios equipped for filming , , and programming, enabling efficient collaboration among production teams and executives. The current leadership structure is headed by co-founder Larry Fitzgibbon, who serves as CEO and oversees the strategic direction of Tastemade's digital media initiatives. In June 2024, Elvina Payne was appointed as , bringing expertise in financial management to support the company's expansion in streaming and content distribution; she joined Tastemade in 2016 as global corporate controller before her promotion. The executive team, including key roles such as Head of Product and of Streaming, plays a pivotal role in steering Tastemade's strategy, focusing on innovation in video , platform partnerships, and audience engagement across and streaming services. This leadership approach emphasizes agile decision-making to adapt to evolving trends in short-form video and global delivery.

Mission and Content Focus

Tastemade's mission is to delight, engage, and inspire global audiences through real-life storytelling centered on accessible and entertaining lifestyle content. This purpose drives the company's efforts to make everyday experiences more exciting and extraordinary by connecting viewers with diverse, relatable narratives in food, travel, and home design. The company's content primarily revolves around three core pillars: food, travel, and home and lifestyle topics, delivered in formats that encourage creativity and exploration. In food programming, Tastemade emphasizes approachable recipes and culinary adventures for home cooks, while travel content highlights off-the-beaten-path destinations to spark wanderlust. Home and lifestyle segments focus on design, DIY projects, and interior enhancements tailored for both homeowners and renters, all aimed at inspiring practical, joyful transformations in daily life. Tastemade places a strong emphasis on short-form digital videos as its signature medium, leveraging storytelling to provide quick, immersive in the competitive web video landscape. This approach prioritizes high-quality, snackable content that resonates with younger demographics, such as and Gen Z, fostering a and discovery. As a and company, Tastemade operates at the intersection of online streaming and programming, distinguishing itself through premium, globally accessible video experiences rather than traditional .

Historical Development

Inception and Early Growth

Tastemade launched in August 2012 as a company specializing in food-focused video content, initially producing short-form original series such as recipe tutorials and cooking demonstrations in a custom-built studio in . The company's early programming emphasized accessible, visually appealing videos designed for mobile viewing, including on-demand creator-led shows that highlighted quick recipes and culinary tips. These initial content efforts were distributed primarily through integrations, where Tastemade curated and hosted videos from emerging food creators alongside its own productions. In its first year, Tastemade rapidly built an audience on and emerging platforms, establishing itself as a prominent for enthusiasts by featuring themed events like " Week" to engage viewers with cultural cooking explorations. By mid-2013, the platform had attracted over 12 million unique visitors across its channels, reflecting strong early adoption among millennial lovers seeking bite-sized, shareable content. Growth continued through , with expansions into additional platform integrations such as an iPhone app for on-the-go viewing and partnerships enabling distribution on and , where monthly likes surged from hundreds of thousands in 2014 to over 3.7 million by late . This period also saw audience diversification via Discover, reaching a significant portion of the 18-34 demographic through tailored episodic content. Internally, Tastemade scaled its operations in Santa Monica during these formative years, transitioning from a small founding team of food and media enthusiasts to a larger production apparatus that supported increased content output. The company invested in hiring for creative and technical roles to enhance , resulting in a exceeding 5,000 hours of curated content by 2015 and collaboration with over 1,000 global contributors for diverse recipe and lifestyle programming. This expansion enabled the launch of more structured original series, such as quick-drink features and vegan cooking segments, solidifying Tastemade's position as a scalable digital focused on high-engagement, platform-agnostic .

International Expansion

Tastemade began its international expansion with the launch of in 2016, establishing a to capitalize on the company's growing popularity in the Asian market. This move marked the start of targeted efforts to enter key non-U.S. regions, focusing initially on adapting food and lifestyle content for local tastes. By creating dedicated accounts, Tastemade Japan produced short-form videos featuring regional recipes and trends, building a dedicated audience through platforms like and . In 2020, Tastemade Japan evolved into a with , Ltd., where Mitsui acquired a 51% stake, enhancing operational scale and integration with local retail and media ecosystems. This partnership supported deeper content production and distribution in , leveraging Mitsui's expertise in consumer-facing businesses to amplify Tastemade's reach in and programming. To facilitate localized , Tastemade opened production studios in 2017 across multiple continents, including facilities in , , , and . These studios enabled the production of region-specific videos, such as recipes using local ingredients in or British travel explorations in , ensuring cultural relevance in and genres. The approach emphasized hiring local and tailoring formats—like quick clips for emerging markets—to resonate with diverse audiences while maintaining the company's signature high-production values.

Key Partnerships and Recent Launches

In January 2024, Tastemade entered into a multiyear with to produce premium original lifestyle programming, including 15 new unscripted series focused on food, travel, and home topics for distribution on Prime Video and . The partnership's inaugural , Dish It Out hosted by chef and influencer Matilda "Tilly" Ramsay, exemplifies the collaboration's emphasis on accessible, engaging content that leverages Tastemade's production expertise alongside Amazon's streaming platforms; the series premiered on Prime Video on September 5, 2025. This agreement enhances Tastemade's reach to broader audiences through integrated distribution. Expanding its digital ecosystem, Tastemade deepened its collaboration with in February 2024 by launching Deliciously Entertaining, a 10-episode shoppable streaming series hosted by Danni Rose that integrates Pinterest's visual inspiration tools directly into episode planning and viewing experiences. This initiative stems from the companies' multiyear, multimillion-dollar global partnership, which has encompassed hundreds of hours of live programming on Pinterest TV and a series of in-person creator events from through 2024 to foster community-driven around and themes. The series, available for free on Tastemade's streaming channels and apps, features celebrity guests like and , emphasizing interactive, actionable ideas that bridge inspiration and commerce. On the product front, Tastemade premiered the home renovation series Kitchen Glow Up in May 2024, hosted by chef and designer Ellen Bennett of Hedley & Bennett, which transforms everyday kitchens into functional, chef-inspired spaces on modest budgets. The show, which became Tastemade's top-rated new original series of the year, highlights practical design solutions and was renewed for a second season in November 2024, which premiered on August 26, 2025. Complementing this content push, Tastemade launched the Tastemade Cooking app on November 18, 2024, exclusively for its Tastemade+ subscribers, offering access to over 12,000 video-guided recipes, personalized meal planning, and a virtual recipe box tailored to users' tastes, lifestyles, and budgets. The app aims to streamline home cooking for a new generation, integrating seamlessly with Tastemade's broader video library to drive deeper user engagement. In 2025, Tastemade continued expanding its programming slate with new series and channels. In January, it launched the comedic food series Forking Delicious, featuring panels of comedians and food icons debating dishes. April saw the premiere of Let Frankie Cook, a new cooking series with chef , marking his fourth collaboration with Tastemade. In June, Tastemade introduced the Smokehouse Channel on , offering exclusive live-fire cooking content, alongside Grill Week hosted by , which included new episodes and premieres.

Business and Funding

Funding Rounds

Tastemade's funding journey began in its early years as a startup focused on and content, attracting investments from prominent firms and media entities to fuel platform development and global expansion. In June 2012, the company raised $5.3 million in its , led by , which supported initial content production and technological infrastructure. The Series B round followed in August 2013, securing $10 million led by Raine Ventures with participation from , enabling enhanced video distribution and user engagement features. By June 2014, Tastemade obtained $25 million in Series C funding, co-led by and , along with contributions from existing investors including and Raine Ventures; this capital facilitated international content localization and partnerships. In December 2015, the Series D round brought in $40 million, primarily from with support from prior backers such as , Raine Ventures, Ventures, , and , bolstering studio expansions and streaming capabilities. The final pre-acquisition round, Series E, closed in October 2018 with $35 million raised, led by Growth Equity and including new investors and Fund, alongside returning participants like and Raine Ventures; these funds advanced AI-driven personalization and international . Overall, Tastemade amassed approximately $115 million across these five rounds, which underpinned its evolution into a robust content and technology platform. This financial foundation positioned the company for its subsequent acquisition by Wonder Group in 2025.

Acquisition by Wonder Group

In March 2025, Wonder Group, a technology-driven and company, acquired Tastemade for approximately $90 million, marking a significant shift in the media company's ownership and strategic direction. The deal, announced on March 12, positioned Tastemade under the oversight of Wonder Group's leadership, which had previously raised over $1.6 billion to expand its ecosystem of food-related services. Wonder Group, founded in 2018 as a innovator in modular food halls and delivery platforms, has increasingly incorporated and to create a unified "super app for mealtime," blending commerce, content, and consumer engagement. This acquisition aligned with Tastemade's digital-first model, leveraging the latter's expertise in short- and long-form video content on , , and to enhance Wonder's customer-facing tools and audience reach of over 160 million followers. The strategic fit was emphasized by Wonder's CEO , who noted that Tastemade's expansive audience would make "great more accessible" through integrated experiences. Following the acquisition, immediate integration efforts focused on merging Tastemade's content production with Wonder's operational resources, including plans for new original programming featuring Wonder-affiliated chefs such as to drive viewer engagement on streaming platforms. Tastemade's co-founders, Larry Fitzgibbon and Steven Kydd, transitioned into key roles at Wonder—Fitzgibbon as EVP of Wonder Media and Kydd as President and Head of —overseeing the combined entity's content strategy. The Tastemade team began reporting to Wonder executive Daniel Shlossman, with early initiatives aimed at creating shoppable media experiences that connect Tastemade's 13 million monthly streaming viewers directly to Wonder's delivery services. Fitzgibbon highlighted the potential, stating that the partnership would "seamlessly merge the joy of watching with the convenience of having dinner delivered."

Network Sponsors

Tastemade has established partnerships with several major brands that serve as key network sponsors, supporting its content ecosystem through and collaborative programming. Among these, has been a prominent collaborator since 2023, launching a multi-year, multi-million dollar content studio initiative focused on video-led marketing for wine and spirits brands, which integrates product storytelling into Tastemade's food and lifestyle videos. has sponsored original series like , blending Tastemade's culinary expertise with Disney's thematic content to engage family audiences. Other significant sponsors include ’s, which has funded recipe challenges and holiday-themed competitions featuring its cereals, such as the 2022 Holiday Cookie Sleigh event, to promote innovative uses of its products. , under , contributes to waste-reduction campaigns and integrations that highlight in creative dishes, aligning with Tastemade's emphasis on sustainable cooking. Heineken supports beverage-focused content, such as holiday hacks and pairings in culinary contexts. , a brand, has sponsored travel and cocktail programs like the 2015 Local Flight series, where hosts explore local flavors paired with premium recipes. partners on coffee-centric content, funding episodes that explore brewing techniques and pairings with Tastemade's food programming. , as a broader , enables product placements across multiple brands, including in home cooking tutorials that emphasize everyday ingredients. These sponsors play a crucial role in Tastemade's operations by funding , facilitating seamless product placements within videos, and co-developing series that enhance viewer engagement and brand affinity, often resulting in measurable lifts in brand favorability and purchase intent for featured products. For instance, sponsorships support custom episodes where brands are woven into narratives, driving awareness without disrupting the viewing experience. Tastemade's sponsorship model has evolved from early digital advertising on social platforms, where brands like Grey Goose funded short-form video series in 2014, to more integrated streaming partnerships today. This progression culminated in milestones like the 2020 premiere of its first fully sponsored streaming TV series, The Un-Adventurers with , marking a shift toward long-form, platform-agnostic content that combines advertising with immersive storytelling across FAST channels and apps.

Content and Programming

Streaming Channels

Tastemade operates a portfolio of (FAST) channels dedicated to content, emphasizing , , and themes. These channels deliver 24/7 accessible via smart TVs, streaming devices, and connected platforms without subscription fees, relying instead on targeted advertisements for revenue. The flagship Tastemade channel launched in May 2018 as a 24-hour linear service on , offering a mix of original series, live shows, and curated content centered on general topics such as cooking, dining, and culinary exploration. This channel expanded to additional platforms including , , and SmartCast TVs, broadening its reach to millions of households. In September 2020, Tastemade introduced its first Spanish-language offering, Tastemade en Español, targeting Latin American and Hispanic audiences in the U.S. with dubbed and original programming in food and travel genres. The channel debuted on The Roku Channel during National Hispanic Heritage Month and later rolled out to Vizio, Xumo, and Samsung TV Plus. Tastemade Travel followed in November 2021, a genre-specific highlighting destination-focused series and documentaries to inspire viewers' . It became available initially on , , Vizio WatchFree+, and TV (now ), with content curated from Tastemade's extensive travel library. The lineup grew further with Tastemade Home in October 2022, concentrating on , DIY projects, and programming to appeal to enthusiasts of personalized living spaces. This channel launched on , , and Sling Freestream, leveraging Tastemade's prior success in home content across digital platforms. In June 2025, Tastemade launched Tastemade Smokehouse, a channel dedicated to live fire cooking, grilling, and barbecue content, featuring original series and expert tips for outdoor enthusiasts. It debuted exclusively on Pluto TV as of June 26, 2025. Collectively, these FAST channels are distributed across over a dozen major platforms, including Pluto TV, Philo Free Channels, and fuboTV, ensuring compatibility with devices like smart televisions from Samsung and LG, as well as streaming sticks from Roku and Amazon. This multi-platform strategy has enabled Tastemade to reach diverse global audiences while maintaining a focus on high-engagement, niche lifestyle programming.

Selected Programs

Tastemade has produced a variety of original programs that showcase its commitment to engaging, accessible and content through short-form videos, episodic series, and interactive competitions. These shows highlight quick, inspiring recipes and cultural explorations, often tailored for digital audiences with vibrant visuals and practical tips. Struggle Meals, hosted by chef , premiered in 2018 and focuses on budget-friendly cooking, demonstrating create flavorful meals for under $2 per plate using everyday ingredients. The episodic series spans nine seasons, emphasizing resourceful techniques like one-pot dishes and pantry staples to make gourmet-style affordable for home cooks. Its production style features fast-paced demonstrations that inspire viewers to experiment without financial strain, often airing on Tastemade's streaming channels. Thirsty For... is a short-form video series launched in 2013, exploring global drink recipes with mouth-watering visuals, upbeat music, and simple instructions for beverages like Vietnamese coffee and . Without a named , the format relies on narrated step-by-step guides that encourage viewers to recreate exotic cocktails and non-alcoholic drinks at home, capturing the essence of international flavors in under five minutes per episode. Alice in Paris, which aired from 2016 to 2020, follows host , a young with an exceptional sense of taste, as she navigates the city's culinary scene in episodic adventures discovering hidden eateries and iconic foods. The series blends travel exploration with food recommendations, such as sweet dinners and café visits, presented in a lively, personal narrative that inspires viewers to seek out authentic Parisian experiences. Disney’s Magic Bake-Off, a 13-episode family baking competition that premiered on August 13, 2021, pairs Disney Channel stars and as hosts guiding teams of children aged 6 to 14. Contestants race to create Disney-themed cakes using Tastemade recipe videos and surprise ingredients, with winners' designs featured as official Tastemade content. The live-element format promotes creativity and fun, emphasizing quick baking hacks suitable for family viewing. Dish It Out, hosted by Matilda "Tilly" Ramsay, debuted on September 5, 2025, as a 32-episode cooking series where the host receives mystery ingredient boxes from global chefs and home cooks to improvise internationally inspired dishes. Produced by Tastemade Studios, its episodic structure releases eight episodes weekly, focusing on adaptive, inspiring recipes that highlight trends and cultural in an energetic, kitchen-based setting.

Digital Presence

Social Media Platforms

Tastemade maintains a robust presence on , , , and , platforms where it shares daily short-form videos featuring recipes, cooking tips, and lifestyle content to foster community interaction and viewer engagement. On , the company has approximately 7 million followers as of 2024 and actively promotes (UGC) by encouraging fans to post their own dishes using the dedicated #tastemademedoit, which has helped build a participatory network of home cooks and food enthusiasts sharing personal adaptations of Tastemade recipes. On , Tastemade's main channel has 1.93 million subscribers as of November 2025, serving as a primary hub for longer-form content since the company's founding. features 1.5 million followers, focusing on quick, viral recipe clips and trends. Similarly, serves as a hub for daily video uploads, with Tastemade leveraging the platform's algorithmic reach to connect with a broad audience interested in accessible culinary inspiration. Across its social channels, Tastemade generates over 300 million monthly engagements, underscoring its scale in driving interactive conversations around food and flavor. A key initiative in this space was the 2017 launch of Struggle Meals on , a Tastemade original series hosted by chef that demonstrates flavorful meals costing under $2 per serving, capitalizing on the platform's video ecosystem to attract budget-conscious viewers. The show quickly gained traction by blending humor, resourcefulness, and quick recipes tailored for social viewing. In 2018, Struggle Meals expanded to Discover, where Tastemade produces about 30 minutes of original daily programming, further amplifying its short-form content strategy on ephemeral, youth-oriented networks. Tastemade's approach to UGC and viral food challenges emphasizes community-driven amplification, with strategies centered on recreating and iterating on trending phenomena to boost shareability. For instance, the series Frankie vs. the features culinary creators competing to transform social media food trends—such as elaborate hacks or Instagram-famous desserts—into practical, home-friendly versions, which encourages followers to replicate and tag Tastemade in their attempts. This tactic not only leverages momentum but also integrates UGC by spotlighting fan submissions and participations, contributing to Tastemade's overall 160 million followers across platforms as of 2025 and enhancing reach through relatable, trend-responsive .

Mobile Apps and Partnerships

Tastemade launched its dedicated mobile application, Tastemade Cooking, on November 18, 2024, targeting a new generation of home cooks with a focus on accessible culinary content. The app provides access to over 12,000 original, globally inspired recipes, each paired with premium how-to videos to guide users through preparation steps. Exclusive to Tastemade+ subscribers, it includes advanced features such as personalized meal plans tailored to user preferences, lifestyle, and budget, along with a virtual recipe box for saving favorites and streamlined shopping lists. This launch complements Tastemade's existing streaming app, available on and , which delivers on-demand food, travel, and home content optimized for mobile viewing. In 2022, Tastemade expanded its partnership with through a multi-million-dollar global strategic alliance aimed at enhancing creator-driven content on the platform. This collaboration produced 50 new original series, hundreds of hours of streaming programming, and live events, including Pinterest TV broadcasts featuring and creators. Building on this foundation, the partnership evolved in 2024 with the debut of "Deliciously Entertaining," a shoppable cooking and series that integrates actionable Pinterest boards directly into episodes via QR codes, enabling users to access shoppable pins for ingredients and decor on mobile devices. Tastemade has pursued integrations with select platforms to deliver mobile-first experiences in and categories, emphasizing seamless and . For instance, in May 2024, Tastemade partnered with Shopsense to introduce shoppable video series like "Kitchen Glow Up," allowing viewers to purchase products directly from mobile-optimized content in the space. These efforts align with Tastemade's broader , where content from its apps feeds into partner platforms for enhanced user engagement in culinary and pursuits.

Awards and Recognition

Culinary Awards

Tastemade has received several prestigious James Beard Awards for its culinary programming, recognizing excellence in food media production. In 2014, the series Thirsty For... won in the category of Video Webcast, Fixed Location and/or Instructional, highlighting innovative drink-focused content. That same year, The Perennial Plate, a documentary series on sustainable food practices distributed through Tastemade, earned the award for Video Webcast, On Location. In 2017, Uncharted received the James Beard Award for Visual and Technical Excellence, praised for its cinematic exploration of global cuisines. Most recently, in 2020, Broken Bread with host Roy Choi won for Outstanding Personality/Host, acknowledging its in-depth storytelling on food systems and social issues. Additionally, Tastemade's culinary talent has been honored at the . In 2022, host won for Outstanding Culinary Host for his series Struggle Meals, which focuses on budget-friendly cooking techniques. These accolades from the and the National Academy of Television Arts & Sciences have significantly bolstered Tastemade's reputation as a leader in high-quality, innovative food and beverage content, attracting top culinary creators and audiences seeking authentic storytelling. The wins underscore the platform's ability to blend with educational depth, setting it apart in the competitive digital media landscape.

Media and Industry Awards

In 2016, Tastemade's documentary series received the People's Voice Award for Best Documentary: Series at the 20th Annual , recognizing its compelling storytelling and production quality in online video format. This honor affirmed Tastemade's early prowess in creating immersive web-based content that resonated with global audiences. The company continued to garner acclaim in the streaming sector, winning the Best FAST Channel award for its Tastemade Streaming Network at the 2022 Digiday Video and TV Awards, which celebrated innovative (FAST) platforms. Building on this momentum, Tastemade earned the Best Use of Livestreaming award at the 2024 Digiday Media Awards for its Live programming, highlighting effective real-time viewer interaction and content delivery. These awards from leading authorities validate Tastemade's innovations in web , FAST distribution, and online engagement strategies, positioning it as a key influencer in the evolution of connected and interactive .

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