Taste to get wearable, eyes global expansion

Sarah Homewood
By Sarah Homewood | 27 March 2015
 

NewsLifeMedia's food website-turned-magazine, Taste.com.au, is experimenting with wearable devices.

Speaking at ADMA's Data Day, the director of Kidspot.com.au and Taste.com.au, Prue Cox, told the conference that off the back of the site's massive data project – which involved programmatic tagging and programmatic branding of thousands of recipes – the brand is now exploring how it can put its stamp on the Internet of Things.

“The future commercial application of this is actually then how, we start to work towards a more connected position of the consolidation and structure of the existing recipes and the nutritional analysis, and how we actually use this to correlate to wearable devices,” Cox said.

“We're currently working with device companies to see how we can enable the data integration with Taste. Through your Taste app you can actually seamlessly add serving sizes and recipe data right through to your wearable device and then correlate that with your fitness information. Then beyond that [we can look at] how we take that into the connected kitchen to drive other applications there.”

Cox also discussed the possibility of taking Taste.com.au global.

“We definitely have been exploring global. We know that we had to do this [data project] to actually translate into global. We just had a big collection of great Australian recipes and we had to work out how we translate that through,” Cox said.

“But you'll definitely see in one to two years some plans for global expansion.”

Moving into wearables wouldn't be NewsLifeMedia's first foray into using technology, with News Corp's magazine arm signing up to an exclusive content partnership with contactless communications provider Tapit last year.

NewsLifeMedia CEO Nicole Sheffield told AdNews at the time that: “More and more we're moving away from a media business to the content space.”

“Our clients were constantly asking for the next wave of solutions, and from a retail perspective we were looking at where they were going. We knew we needed an NFC partnership,” she added.

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