September 28, 2012, 3:33 PM

Waitrose will launch an online food video and shopping channel

The U.K. retailer will mix videos with opportunities to buy ingredients.

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Upscale U.K. grocer Waitrose will launch Waitrose TV, which the retailer describes as an “online food video hub” on Waitrose TV will feature six food-related video channels that will show famous chefs cooking dishes using ingredients that can be bought at 

Waitrose is working with media management firm Red Bee Media to design and develop the content, which will be viewable on desktop computers and mobile devices. The content will be available later this fall, the retailer says.

One channel highlights each week’s newest videos; other channels are dedicated to food, drink, health, ethical sourcing and seasonal events, such as Christmas. They’ll all include recipes, how-to guides, ideas and interviews, the retailer says.

“We know that our customers are increasingly viewing video content online so we wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way,” says Courtney Freedman-Thompson, digital editor at Waitrose. “We’ve made it really easy for shoppers to buy ingredients for the recipes they like so they can cook them at home.”

The videos will feature television chefs such as Delia Smith, Heston Blumenthal, Sam Stern, Dhruv Baker, Silvana Franco and The Fabulous Baker Brothers.

An on-screen “buy ingredients” button will enable viewers to click through to purchase recipe ingredients or related products online, Waitrose says. Consumers will also be able to share their favorite videos through Facebook and Twitter.

Waitrose has 284 stores across the United Kingdom, located primarily in upscale neighborhoods. The company has an agreement with online-only grocery retailer Ocado Ltd. to deliver Waitrose groceries to U.K. homes. Ocado is No. 21 in Internet Retailer’s Top 400 Europe Guide.

Waitrose is a subsidiary of John Lewis Plc, No. 16.

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