The move aims to signal a change for the brand as it integrates with professionals in the food space within the Media24 group.

New Media is the creator of Eat Out, the multimedia brand behind www.eatout.co.za, the Eat Out app, the annual Eat Out magazine and the Eat Out Mercedes-Benz Restaurant Awards.

It is also the publisher of multi award-winning Woolworths TASTE and www.taste.co.za. While Media24 is the majority shareholder in New Media, the content marketing agency operates independently.

Aileen Lamb, managing director of New Media, says, "Through its success with Eat Out and Woolworths TASTE, New Media has shown itself to be the home of the best food content creators in the country, so it makes sense to leverage this expertise across other food platforms in the Media24 group." 

Tessa Purdon, Food24’s editor, and the New Media team, will aim to reimagine the brand and its offering while maintaining the food content that Food24 audiences have come to know.

Lamb adds, "Food24 has the most comprehensive recipe database in South Africa and Eat Out offers the largest restaurant database, making the two brands a natural fit. Together, the brands will deliver the biggest food audience in the country, comprising over a million users per month."

Andreij Horn, head of 24.com, adds, "It makes sense to pull the hugely successful Food24 into the New Media stable to become a sister brand to Eat Out. New Media has created an exceptional food environment and the Food24 brand and team – and ultimately the audience – will benefit greatly from the synergy between the brands, and the knowledge and experience at the agency."

Food24 will still be available at www.food24.com and users will also be able to navigate to it from the Eat Out platform.

For more information, contact genevieve@mango-omc.com.