Breakfast is served

08 : 06 : 2016 Extra Crispy : The Foundry : Branded Content

New York – Time Inc has launched Extra Crispy, a new website dedicated to all things breakfast.

  • The launch is sponsored by Arla Foods, the fifth largest dairy company in the world
  • In the US, breakfast order sales topped £35.7bn ($52bn, €45.8bn) in 2015, up 30% from 2009, according to Mintel
Extra Crispy, Global Extra Crispy, Global
Extra Crispy, Global Extra Crispy, Global
Extra Crispy, Global Extra Crispy, Global
Extra Crispy, Global Extra Crispy, Global

Bacon aficionados and French toast fans rejoice, Extra Crispy has breakfast and brunch covered. The website is the second vertical to emerge from The Foundry, Time Inc’s branded content division, after automotive website The Drive, which receives more than 2m unique visitors each month.

Extra Crispy features stories from Time Inc and The Foundry’s editorial team on a range of breakfast-related topics such as nutritional advice, recipe ideas and kitchen hacks, and has launched a nationwide search to find a Bacon Critic to teach its readers about the perfect rasher.

The Big Picture

Our Branded Content market report Part 1 and Part 2 examine how brands are trusting in creative teams to produce innovative native content to capture new audiences.

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