Waitrose is hoping to appeal to a younger market this Christmas with the launch of an online audio recipe service which can be downloaded to an iPod or MP3 player.
The service, which it claims is a first in the UK, allows users to listen to the recipes, then pause and rewind while preparing the meal. It is part of its new Christmas web site, offering information and tips on all you need to know for the festive period.
In addition, shoppers will be able to select Christmas recipes online, which can then be sent to mobile phones as a reminder while out shopping.
A spokeswoman said that the new initiatives were a way of introducing a wider variety of people to Waitrose and getting them involved in its Christmas site, which launched this month.
“We want people to see the site as a way of making their Christmas run more smoothly, using it for information as much as for online shopping,” she added.
Traditional Waitrose shoppers will also be able to use new functions on the site, such as its interactive timeplan, where a plan of action is suggested for each meal, as well as a party planner that allows users to send e-mail invitations to guests with attached dinner menus.