Scripps Lifestyle Studios Launches Food-Focused Digital Brand

Scripps Lifestyle Studios, the digital production arm of Scripps Networks Interactive, is rolling out a new digital food-focused brand called Genius Kitchen, featuring a full website, social-first content and an app.

Genius Kitchen is a digital food experience targeted at 21- to 35-year-olds. Consumers can get a taste of the new brand online at GeniusKitchen.com. The full range of content will be available in October via Apple TV, Amazon, Android, YouTube, Roku and Pluto TV, among others. Genius Kitchen will offer a mix of new and classic favorites, including GK Now, a weekly show hosted by comedic YouTube personalities Akilah Hughes and Mike Lockyer, along with various co-hosts, who talk crazy food trends, pop culture and other news.

In addition to new originals, familiar programs will be reimagined for fresh runs. Users will have access to recipe videos, how-tos, creative cooking tips and social-first content. Digital media veteran Rich Lacy, the senior VP of digital brand creative at Scripps Networks, was tapped to oversee content development for the venture. He assembled a New York-based staff and crew of digital natives that create content at a dedicated Genius Kitchen studio in Manhattan.

“Digital food video is exploding, and younger generations are hungry for new and unique ways to ‘watch what they eat,’ so to speak,” said Kathleen Finch, Scripps Networks Interactive’s chief programming, content and brand officer. “No other media company is better positioned to introduce this level of investment in premium food content.”

Vikki Neil, the general manager of Scripps Lifestyle Studios, added, “Genius Kitchen is not like anything else that exists today; it’s a brilliant way to connect the worlds of food entertainment and utility. And advertisers will love the innovative branded content opportunities we have in store.”