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Food In A Minute Celebrates 10 Years

23 April 2006

Media Release
Food In A Minute Celebrates 10 Years

Survey shows most Kiwis decide on the day
‘what’s for dinner tonight?’

Food In A Minute has been helping time poor New Zealanders put quick and easy meals on the table for a decade and a new survey shows its menu inspiration is as relevant now as it was 10 years ago.

Food In A Minute is the nation’s number one food programme and has a loyal online community of more than 60,000 registered members on its website which records 190,000 visitor sessions and over 3 million page impressions each month.

When Wattie’s recently launched an online survey to gauge the views of Food In A Minute loyalists as part of the 10 year celebration, an impressive one third of members responded in just 48 hours. Their responses gave valuable insight into the consumer need for daily recipe inspiration and quick and easy meal solutions.

Key findings reveal that:

- 56 percent decide what’s for dinner on the day
- 48 percent of those who decide on the day make up their minds what to cook in the morning
- “Quick and easy” and “I have everything for it already” are the two key factors that motivated the respondents to try a new recipe
- Shopping patterns have changed significantly in the past decade with people now shopping more often – 26 percent reported shopping for groceries several times a week

Wattie’s Marketing Director Mike Pretty says, “The trends that prompted the development of Food In A Minute 10 years ago are just as relevant now. Our lives are even busier, the demographic make-up of our households is more diverse and there is an increasing shift towards using convenience products to speed up meal preparation rather than cooking from scratch.”

Mr Pretty says Food In A Minute has successfully adapted to a decade of change by scaling down recipes to now serve two to four people rather than six to eight; introducing more international flavours as Kiwis’ tastes have expanded; and moved online to provide a popular website that is now a favoured source of recipe information for many household cooks.

Food In A Minute is marking its 10 year anniversary with a kitchen makeover, new logo and television graphics, updated in store recipe leaflets and a website refresh. It’s also producing a celebration cookbook containing and favourite recipes from the past decade hand-picked by presenter Allyson Gofton and the Food In A Minute team.


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