Times Network, in collaboration with Britannia The Laughing Cow Cheese and Mindshare, has launched Cheeseitup.in, a unique content platform dedicated to cheese enthusiasts.

This innovative hub aims to enhance cheese awareness in India by offering a wide array of recipes, health benefits, DIY videos, blogs, and engaging content from renowned chefs and top food influencers.

Cheeseitup.in provides an interactive and vibrant community for cheese lovers, featuring easy-to-follow recipes and culinary tips to make everyday meals more delicious with Britannia The Laughing Cow Cheese. Users can explore, save, and download recipes tailored to their preferences, making the platform a one-stop destination for all things cheese.

Developed by Times Network Digital, Cheeseitup.in leverages the network’s expertise in content creation, organic user acquisition, and e-commerce to boost brand visibility and user engagement. The platform aims to reach a broader audience within a year through integrations and promotions across various Times Network platforms, including TimesFoodie.com, TimesNow.in, TimesNowNavbharat.com, and ZoomTV.com.

Abhishek Sinha, CEO of Britannia Bel Foods, emphasized the platform’s role in educating consumers about the benefits and uses of cheese, stating, “Cheeseitup.in is our effort to bridge the gap in cheese awareness in India. We aim to create an inclusive platform that caters to all Indians seeking knowledge about cheese.”

Rohit Gopakumar, CEO of ZENL & BCCL (TV Division), highlighted the partnership’s innovative approach, saying, “This collaboration between Britannia The Laughing Cow Cheese and Times Network Digital will break new ground in the cheese category, providing deep audience engagement through targeted content.”

Rohit Chadda, President & COO – Digital at Times Network, added, “Cheeseitup.in combines content with commerce, providing a premium experience for our influential audience. This platform not only educates but also directly drives revenue for the brand.”

Amin Lakhani, CEO of Mindshare, expressed excitement about the platform’s potential to revolutionize daily meal planning with cheese, noting, “Cheeseitup.in is a fun and flavorful culinary playground that uses real consumer data to craft healthy and inspiring recipes.”

Cheeseitup.in also integrates a quick commerce feature, allowing consumers to purchase Britannia The Laughing Cow Cheese with just a few clicks, seamlessly transitioning from browsing to enjoying delicious cheese-based creations.