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Vice and FremantleMedia join forces to launch multiplatform food vertical for global youth audience


By Jessica Davies, News Editor

February 18, 2014 | 2 min read

Youth media brand Vice and TV production powerhouse FremantleMedia have joined forces to launch a multiplatform food vertical for a global youth audience.

The deal will see the two companies co-produce and develop digital content, which will run across the Vice food vertical, the name of which is yet to be revealed.

Meanwhile FremantleMedia – creators of shows including X Factor and Take Me Out – will be responsible for distributing the content to TV broadcasters internationally.

The companies are on the lookout for advertisers to become involved with the vertical.

Andrew Creighton, president of Vice Media said: “Today's youth are the driving force behind the food culture explosion, yet they remain totally underserved when it comes to original food programming.

"Partnering with the best in class, FremantleMedia, the new Vice food channel will upend the culinary media landscape, producing more jaw-droppingly entertaining original multi-channel food programming than anywhere else and ensuring the content reaches a global audience on every screen.”

Vice already has a food channel called Munchies (pictured above), which features leading chefs including Danny Brown and Michael White, but this new venture will expand its footprint in the TV space.

The new food vertical will centre on original video content, editorial features and articles, how-tos, recipes and events. Topics covered will range from the politics of food, to world travel and cuisine, to an irreverent look at home cooking.

Vice will collaborate with FremantleMedia’s global production teams around the world, with the aim to delivering “hundreds of hours” of content in the first year.

The name and website domain name for the venture will be revealed in "due course", according to Vice.

The companies also plan to expand the vertical over time to include experiential activities such as festivals and tastings; mobile extensions such as apps and a ‘food locator’ concierge service; social activity including full Facebook integration and user-generated content reviews and contributions; along with licensed merchandise.

Newly appointed managing director of Vice in the UK Matt O’Mara first told The Drum the company was planning to increase its TV output in the UK.

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