The monthly magazine, which had been known as Project Olive, has characterised potential readers as the 'white plate generation' that has embraced restaurant culture but wants to replicate good food 'easily and stylishly'.
Yet, the publisher is also banking on their interest in other things that appeal to upmarket advertisers. The strapline is 'eating, living, going places', and the magazine includes a travel section in which destinations will be linked to what they can eat when they get there, such as the best places to eat if you ski.
Much of Olive's appeal will hinge on specially commissioned recipes from young chefs such as Bill Granger and Curtis Stone, who are seen as cutting edge, as well as more mainstream writers.
'Our readers are brought up on restaurant-style food, but are not particularly skilled in cooking,' said Olive editorial director Orlando Murrin.
'We have a section called Trends. This is an absolute gift for PROs to come up with something innovative and flog it to us,' he added. 'We are looking for new products aimed at sophisticated, reasonably off people, stuff that is exclusive to us in the areas of eating in, eating out and travel.'
Christine Hayes, former editor of IPC's Bride To Be magazine in Australia, started this week in her new role as editor of Olive (PRWeek, 3 October).
She heads an editorial team that includes launch features editor Hilary Burden, executive editor Sue Price, creative director Elizabeth Galbraith, food director Mary Cadogan, food editor Lulu Grimes and travel consultant Suzanne King.
Hayes reports to Murrin, who also oversees the 324,400-circulation BBC Good Food magazine. The first issue of Olive will go on sale at the special price of £2, rising to £2.80, and a 28-page Olive magazine calendar is running in the 15 November edition of The Sunday Times.