UKTV is to complete the relaunch of its channels with the rebrand of UKTV Food Channel as Good Food, thanks to a partnership with BBC Worldwide’s Good Food property.
Both the food channel and its associated website will relaunch on 22 June with the new tagline “We have fun with food”.
Good Food will continue to target upmarket 25- to 44-year-olds who consider themselves to be food lovers rather than hobby cooks. However, it will take on a more entertainment-focused approach to programming.
The new brand identity has been created by Red Bee Media. A marketing campaign will support the relaunch, with details yet to be confirmed. Advertising sales for the channel and the website will continue to be handled by IDS.
UKTV is a joint venture between BBC Worldwide and Virgin Media. BBC Worldwide will continue to run its BBC Good Food magazine, website, events, books and licensing business.
UKTV began relaunching its factual offerings in the first quarter of this year, with UKTV People rebranded to Blighty, UKTV Documentary to Eden and UKTV History to Yesterday.
UKTV began rebranding its entertainment portfolio late last year. UKTV Gold rebranded to GOLD, UKTV Drama to Alibi and it launched a new channel, Watch. It had previously relaunched UKTV G2 as Dave.
Its lifestyle channel UKTV Style is now known as Home, and UKTV Gardens as Really.