Award-winning Chef Edward Lee has signed on as Creative Director for What’s Cooking, a new food-focused digital platform that promises deliciously engaging content. What’s Cooking will be a digital space for diverse food creators to manage content, engage, and collaborate, while home cooks can explore, interact, and recreate recipes.

What’s Cooking will launch in its initial beta phase this month with content exclusively from Lee. Throughout the year, more creators will join the platform with their own content, recipes, and videos. Lee will also be helping the What’s Cooking team in selecting chefs and culinary creatives to get early access to the platform.

“When I first started talking to the team at What’s Cooking, we agreed that a lot of recipe sites are geared towards home cooks who have an arsenal of difficult-to-source ingredients and obscure tools,” says Lee. “What we wanted was to create something for everyday home cooks who might be intimidated by a recipe with a dozen sub-recipes but still want to get in and have fun in the kitchen.”

The Kraft Heinz Company is behind the What’s Cooking platform, which has emerged from the Canadian digital lab in Toronto. The iconic brand was inspired to create this platform after seeing so many people re-engage with home cooking during the pandemic.

“There are so many creative culinary talents out there and I’m looking forward to getting to work and learn from them to help home cooks through this platform,” says Lee.

Industry News, Technology