SETTING THE TREND: Tasty is consistently the top performing website for most cooking trends. While quick cooking is evergreen—has been on the rise, as proven by Gina Homolka’s Skinnytaste One and Done and Melissa Clark’s bestselling Dinner in an Instant—Tasty has put their unique spin on the topic by remixing their insanely delicious, click-worthy recipes into instant meals. Instead of just focusing on one craze, Tasty has developed recipes for home cooks who are lazy, in a rush, or just not that into cooking that span from slow cooking to no cooking at all.
MAJOR PLATFORM: The Tasty brand is ballooning in popularity with huge followings on Facebook (95m) and Instagram (24.4m), nearly 90b monthly video views, and 800m shares. According to Google Analytics, Tasty is the number one franchise on Facebook. It is part of BuzzFeed, which boasts 72m unique page views per month and has experienced 4.5x view growth in the past two years. Tasty’s overhead “hands and pans” videos have completely changed the way people cook from the Internet—their style has been imitated by other brands and bloggers, but this book is from the original content creators.
PERFORMING PACKAGE: Tasty self-published their first on-demand cookbook, Tasty: The Cookbook, in November 2016, sold only through their website, to the tune of 350k+ copies. Latest & Greatest was the first time any of Tasty’s products were sold widely in retail markets, and it was a runaway success having sold over 152k copies since publishing in December 2017. Tasty Every Day will feature carefully curated recipes and bright photography to keep with this proven paper-over-board format that feels like a steal at its attractively low price point of $19.99.
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