Time Inc. announced a new vertical on Wednesday devoted to all foods consumed in the morning. It’s called Extra Crispy. In a press release, Meredith Turits, senior strategist of brand development at Time Inc.’s The Foundry, explained the cultural and financial reasons that a breakfast/brunch vertical makes sense.
“We’re thinking about breakfast as not only the most important meal of the day but also as a new cultural stronghold. Extra Crispy is all about exploring that intersection. We’re taking food off its pedestal, making it fun and accessible. Breakfast is a meal with home, friends and family at its heart, and our editorial content reflects that,” said Turits.
Extra Crispy is the second launch from The Foundry, Time Inc.’s self-described “creative lab” that identifies new audiences on various platforms and builds brands targeting them. It launches as several other news organizations, including BuzzFeed and Tastemade, are seeing viral success producing food videos for Facebook.
Ryan Grim is the site’s director. Headlines on launch day include “When You’re Broke, Breakfast Is Hot, Buttered Hope,” “Yes, a Whole Site About Breakfast,” and “A Grown-Ass Man Goes to Brunch at the American Girl Café.”
Also, amazing job alert: They’re hiring a bacon critic. Yes. Not kidding.
As part of the launch, Extra Crispy is kicking off a national search for a Bacon Critic to cover the bacon beat, spanning food, drinks and culture. The Bacon Critic will serve a three-month appointment researching, writing about and critiquing the best of the country’s bacon to eventually declare “America’s Best Bacon” at the end of his or her tenure.