New cookbook publishing imprint from HarperCollins

Proof that cookbooks continue to outperform other publishing genres, Harper Influence, an imprint of HarperCollins, announced a new cookbook imprint earlier this week. Named Bite Books, the imprint is partnering with Studio Ramsay Global, Gordon Ramsay’s television production company. This marks a further expansion of Bite, the food brand and entertainment platform that is a collaboration of Studio Ramsay Global and Fox Entertainment.

While we do not know how many books are planned in this new venture, we do know the first book to be released under the imprint: Idiot Sandwich: 100+ Recipes to Elevate Your Sandwich Game by (naturally) Gordon Ramsay and Idiot Sandwich. From viral meme to hot YouTube series, this “is the ultimate cookbook dedicated to that special heaven served up between two slices of bread.”

This is the latest effort aiming to capitalize on viral content and creators. The sentiment seems to be “strike while the iron is hot” with collaborations, mashups, and cross-promotions being the name of the day. I have noticed a surge in influencers teaming up (and even going to conventions featuring top TikTok/Instagram stars) in what an effort to reach each other’s fans. I think it also shows that even with billions of people creating videos and content, the algorithms favor relatively few accounts.