TORONTO — Kraft Heinz is partnering with award-winning chef, Edward Lee, to launch a digital food-inspiration platform called What’s Cooking.
Formerly known as a print publication, What’s Cooking is re-launching digitally for food creators to manage content, grow their audience and collaborate with other creators.
“Food publications today are so geared towards what’s trending and what’s cutting edge,” says chef Lee. “A whole wave of people are being left out – our everyday home cooks who just want to make dinner a little more exciting. At What’s Cooking, we don’t want to teach you to cook, we want to make your current cooking routine more enjoyable. We want to cook alongside you and learn from our culinary community.”
“As a result of the pandemic, we’ve seen a huge number of people discovering, or re-discovering, their passion and ability to cook at home,” says Diana Frost, Chief Growth and Sustainability Officer at Kraft Heinz Canada. “We’re excited to engage, inspire and have some fun with consumers on this home cooking journey with our new What’s Cooking platform.”
In addition to a partnership with chef Lee, the platform allows other food creators, chefs and home cooks to learn new techniques, interact with a variety of ingredients and manage food content, videos and images.