Time Inc.?s digital foodie magazine Food & Wine unveiled a new makeover with a mobile-first strategy that focuses on video in response to the rise in its popularity for smartphone users. 

The publication is centering on serving an immersive recipe experience on mobile and desktop, with smart recommendations, shoppable ingredient lists and high quality food photographs. Food & Wine is looking to leverage consumers? interest in hands-on and engaging experiences on mobile with a variety of new tools and features, designing for mobile-first and then expanding to desktop and larger platforms. 

?We are excited to design mobile-first since over 50 percent of our users access our content from mobile or tablet and that segment is rapidly growing,? said Dana Cowin, Editor in chief of Food & Wine. ?As they stand in a supermarket trying to figure out what to make for dinner, or when they are in the kitchen following the steps in a recipe, our users are tethered to their devices. 

?So we want to create an exceptional experience for them,? she said. ?From an editorial perspective, that also means providing the types of content that our fans want on the go such as short videos, quick tips, food news, restaurant recommendations and robust coverage for our nearly 6 million followers across social media channels, from Facebook to Periscope.? 

Food & Wine launched its redesigned platform with its new strategy to plan for mobile first, as consumers are accessing media brands? properties a significant amount of time. The new design is giving consumers and up-to-speed responsive experience, hoping to accelerate growth and engagement. 

The Web site will be sharing a new editorial series named How to Have the Best Food Year of Your Life, featuring episodes that will cover a variety of food, travel, wine related content. The series will start with 25 tips for make the best out of your food life through travel, wine, style, events and cooking experiences. 

A social media campaign will coincide with the new series,  #BestFoodYear, to increase its awareness. 

The publication is introducing a new network of videographers to ensure a highly visual experience on desktop and mobile, including two docu-series Extreme Foodies and Food & Wine Live. The shows will feature experts in the food and beverage industry including Food & Wine editors and guest chefs. 


One of the posts on the new Food & Wine

The new template will offer readers are more organized and streamlined experience when using a recipe, and will feature search in a carousel format. The purchasing experiences within the recipes will be provided by partnerships with alcohol delivery service Drizly and ingredient retailer Chicory. 

Time Inc. is moving forward in the mobile and social media space, and recently acquired the digital media brand HelloGiggles, which is deeply integrated with social media and mobile traffic, bringing the publication further into video and television (see more). 

The Food & Wine publication also launched an emoji and branded sticker keyboard application to expand its consumer reach and become a staple in the food-and-beverage culture of mobile-savvy consumers (see more).

?We are always looking for new opportunities to engage our fans on their phones as in the Food & Wine Keyboard app, which is packed with food emojis that change with the holidays and seasons,? Ms. Cowin said.