ITV is recruiting a handful of online producers to help develop the editorial output and commercial potential of its ITV Food website.

The broadcaster will revamp the site and recipe database, and create a range of culinary-based content to enhance its TV food shows, which include Antony Worrall Thompson’s Daily Cooks Challenge, Rosemary Shrager’s School For Cooks and Taste The Nation.

The new team will also produce a variety of content designed to attract commercial investment, such as sponsorship.

An ITV spokesperson said the decision to bolster its food offering followed chief executive Adam Crozier’s call for the broadcaster to develop more revenues from digital services.

“We are looking at a number of ways to develop, including developing deeper relationships with our viewers,” said the spokesperson.

“Food is an extremely important theme that runs across a whole range of our content, and consequently we are looking at ways to further develop our online offer in this area.”

The new ITV Food team will work closely with the broadcaster’s marketing, business information and SEO teams to ensure the site is promoted effectively.

This Morning’s online shop already offers visitors food-related products such as a range of ingredients and cooking utensils, via a partnership with several retailers.

In August, the broadcaster named Global Radio’s online and interactive director Robin Pembrooke as managing director of, reporting into Fru Hazlitt.