‘Yuppiechef’s mission is to bring people together through cooking and sharing good food. So what better name for such a magazine than TABLE, the very meeting place where people connect over food. And with all the tools, tips, tricks and ingredients needed to prepare delicious meals readily available on the Yuppiechef.com website, the addition of an inspirational magazine that can be collected and consulted is a perfect fit for the brand‘, asks the New Media Publishing media release.

‘We’re very excited about the launch of TABLE. Although there are other food and home magazines on the market, there are few that offer the scope and reach that TABLE will to the entire Yuppiechef customer base each quarter. The magazine captures the best of our offering from a product perspective, and pairs it with the best of our new content, trend watching and news from the industry, which we think our customers will find really useful and interesting. The partnership with New Media Publishing has been seamless, and we’re very proud of our launch issue and excited about future issues to come‘, said Yuppiechef MD Evan Torrance.

The magazine will feature Yuppiechef ingredients and culinary tools with recipes, presented with ‘beautiful images and world-class design’. It will be sent to Yuppiechef customers with their purchases, clients receiving one per quarter. The price of R29,95 is referred to, which means that it is likely to be sold in outlets as well.

New Media Publishing General Manager of the Consumer Division Aileen Lamb said ‘It’s a huge coup for New Media to add TABLE to our stable. This partnership offers us the opportunity to team up with one of South Africa’s most loved online retailers in the creation of a truly innovative new product. In terms of both business thinking and culture, Yuppiechef is a perfect fit with New Media, and we are excited to work together to launch a print brand extension on the back of such a successful digital brand. It’s a move that will undoubtedly drive both repeat business and brand loyalty for Yuppiechef customers’.

An editor for the magazine has not yet been announced. (Could it be Abigail Donnelly, who is said to be leaving the TASTE editorial team?). The magazine strap line is ‘Shop Cook Share’.

Chris von Ulmenstein, WhaleTales Blog: www.whalecottage.com/blog  Tel 082 55 11 323 Twitter:@WhaleCottage  Facebook:  click here