Bon Appétit Cooks Up New Food Vertical

Launch sponsors include Michelob ULTRA, Trop50 and Whole Foods.

One intriguing aspect of Bon Appétit’s brand new portal Healthyish is the fact that it comes with its very own eating instrument. Tomorrow through Feb. 1, a special Bon Appétit Healthyish Bowl will be available for pick-up at Sweetgreen locations by those who ordered it online.

Another bonus is the article “Samantha Bee Tells Us What Trump Wants for Dinner.” The titular answer comes at the very end of her Q&A with David Walters:

“Trump is a fast food guy; he likes McDonald’s. He likes the uniformity of it, and the bleachiness of it. He feels like it’s clean. He likes to have the same experience wherever he goes. If I were attending one of his State dinners—though I doubt that I would get invited—I’d probably have to bring one of my granola bars. Just in case.”

The launch of Healthyish is being bracketed by an in-kind February issue of Bon Appétit dedicated to that concept of good health through good food. Site editor Amanda Shapiro explains that the website name comes from a term that evolved internally at the magazine, used to describe how most staffers try to eat.

Bon Appétit plans to launch several more stand-alone brands like this in the third quarter of 2017. The debut-phase sponsors for Healthyish are Arla Foods, Michelob ULTRA, Purely Fancy Feast, Trop50 and Whole Foods.

@hollywoodspin Richard Horgan is co-editor of Fishbowl.
Publish date: January 24, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT