Allrecipes.com Exclusive Source for Betty Crocker's Bonus Recipes

Business Wire, Jan 4, 2001

Business Editors, High-Tech Writers

SEATTLE--(BUSINESS WIRE)--Jan. 4, 2001

Allrecipes.com(R) (www.allrecipes.com), the leading online meal planning resource, has partnered with Betty Crocker(R), a provider of food expertise for more than 75 years, to create an exclusive online cookbook of Betty's hard-to-find recipes.

These family favorite recipes have not been seen recently in print, and up until now have been unavailable anywhere on the Internet. Now Allrecipes.com offers its loyal online community of home cooks a reintroduction to some classic recipes, as well as a collection of Betty Crocker's time-tested cooking secrets and kitchen expertise.

The alliance with Allrecipes.com marks one of the first significant online partnership agreements that Betty Crocker has undertaken. Betty Crocker selected Allrecipes.com both for its superior product and the audience it has attracted to the site. Besides numerous kitchen-tested recipes, the Betty Crocker partner site includes baking, cooking and food-preparation shortcuts; prepackaged party planning and theme ideas; entertaining tips; and guidelines for a well-stocked pantry -- information that further enriches the Allrecipes.com site offerings and showcases Betty Crocker's expertise as a complete food resource.

"The Allrecipes.com community provides Betty Crocker access to a strong and loyal online consumer base and we expect this presence will further our goal of offering consumers great tasting, easy-to-make family favorite recipes," said Mike Tambone, General Mills marketing manager. "Now Betty Crocker is sharing her recipes at a premier Web site."

Both Betty Crocker and Allrecipes.com have played a significant role in revolutionizing the way families eat today. Via the Internet, Allrecipes.com has placed tens of thousands of recipes and meal-planning resources literally at the fingertips of today's home cooks, making home cooking easy, convenient and fun every day. Betty Crocker has been a trustworthy guide for busy homemakers since the dawn of the modern kitchen. With products such as SuperMoist cake mixes, Bisquick, Gold Medal Flour, and best-selling cookbooks, Betty Crocker is a part of daily life for millions of families worldwide.

"This alliance represents another giant leap forward in Allrecipes' mission to provide quick, easy meal planning tools to our loyal community of home cooks," said Bill Moore, CEO of Allrecipes.com. "Not only is this a value-added service for our members, it is a significant revenue generator for the company. An alliance with such a high-profile and well-regarded equity as Betty Crocker demonstrates that Allrecipes.com is seen as a vital force in the food industry and a valuable partner."

The recipes on the Allrecipes.com Web site are submitted by devoted, enthusiastic members and include generations' worth of treasured family cooking techniques, new takes on old favorites and brand-new flavors our grandmothers could never have imagined. With help from Betty Crocker, Allrecipes.com also offers a wealth of tips, ideas and inspiration for busy home cooks, including Meal of the Day, Dinner in an Instant, and feature articles on in-season produce, cooking techniques and special occasion planning. Allrecipes.com has grown primarily through word-of-mouth and, according to Nielsen//NetRatings, the Web site receives more than 2.1 million unique visitors per month (Nov/2000).

About Betty Crocker

Betty Crocker was created in 1921 as a symbol of service for the Washburn, Crosby Company, which later became General Mills. Originally associated with Gold Medal Flour, today the brand is found on more than 200 products including cake mixes, dinner mixes, potatoes and cookbooks. Betty Crocker is one of the most powerful brand names in the U.S. and is recognized as one of the most trusted and valued brand names in the world.

About Allrecipes.com

Allrecipes.com(R) (www.allrecipes.com) is the leading community-based Web site offering unique food ideas and resources, including recipes, meal ideas, meal preparation tips, nutrition analyses, shopping list and recipe-scaling tools, culinary ware and news. Founded in 1997, Allrecipes.com makes cooking, learning and shopping easy and fun for the novice to the experienced cook. Allrecipes.com offers tens of thousands of user-submitted and third-party recipes; a free, semimonthly e-mail newsletter, Recipe Notes; and an online marketplace featuring kitchenware and specialty food items hand-selected with the recipes in mind. Based in Seattle, Washington, Allrecipes.com has been featured in countless high-profile television and print features, and has received numerous accolades and awards.

Allrecipes and Allrecipes.com are registered trademarks of Allrecipes.com, Inc. All other names are trademarks and/or registered trademarks of their respective owners.

Betty Crocker is a registered trademark of General Mills, Inc.