The site is the brainchild of TV chef Niall Harbison, formerly Bill Gates’ personal chef, whose other clients include Paris Hilton and Roman Abramovich.
The site is an attempt to take the TV cooking show concept to the internet. It is billed as ‘a brand that invites everyone to share the cuisine enjoyed by the rich and famous’.
iFoods will feature videos of Harbison preparing meals including the Japanese version of pizza, Okonomiyaki, and Belgian mussels. The video tutorials will be accompanied by blog updates, and site users will be invited to post comments and ask questions.
The Source will aim to raise Harbison’s profile, create newsworthy recipes and develop the iFoods brand ahead of the site’s launch later this month.