UKTV Food will be rebranded as “Good Food”, following on the launch of such channels as Blighty, Dave, Eden, and Yesterday. In doing so, UKTV has signed a license deal with BBC Worldwide, owner of Good Food Magazine and Good Food Event Brand, to be able to use the mark for on-air and on-line identity. The name change will complete the digital broadcaster’s rebranding of its portfolio, dropping the UKTV brand name from its channels and positioning them as multi-platform brands across TV and online.
The channel relaunches on June 22 at 9AM with the tagline “We have fun with food”, and is targeted to 25-44 year old food lovers rather than hobby cooks. The new Good Food website will be located at http://www.goodfoodchannel.co.uk
UKTV controller Matthew Littleford said the rebrand of UKTV Food was a different approach to its other relauches and allows it to benefit from the “heritage and credibility” associated with the existing Good Food brand. “By relaunching our new food channel as Good Food, UKTV gains valuable brand equity while also completing our ambitious 18-month strategy to create a network of truly multi-platform brands,” he said.
This is the first channel UKTV has rebranded using an existing brand. It started a rebrand of all of its channels last year with it’s first relaunch as Dave 18 months ago.