Giallozafferano acquires Foodqood: among the first food creators in the world on TikTok with more than 13 million fans

Giallozafferano, the leading food media brand in Italy, continues to grow on social media, with a global fanbase that has now topped 35 million thanks to the acquisition of the Foodqood profiles.

Created by chef Khalid El Mahi, Foodqood is the world’s fourth largest cookery profile on TikTok by number of fans, and the top profile in Italy.
In little more than a year, Foodqood, which is also on Instagram, has accumulated more than 13 million followers, with an increase of 1 million fans in the last 30 days, attracted by short dynamic videos that have gone viral in Italy and around the world, with each one attracting an average of more than 6 million views.

Its success is due to the talent of its young creator, El Mahi, 37 years old, head chef at the Das Badl restaurant in Trentino – Alto Adige. The rapid growth of Foodqood’s social profiles is driven in particular by its fast and easy Italian and international recipes, illustrated in short dynamic videos, which are also available in English.

The acquisition has given a decisive boost to Giallozafferano’s position on TikTok and its international expansion. 

Giallozafferano was the first Italian food media brand to target TikTok – where it now has more than 2 million fans on three profiles – as a fundamental move to reach the new generations, experiment with new styles and collaborate with the top emerging talents in Italian cooking.

Meanwhile, at the beginning of the year, Giallozafferano successfully launched its international English-language version as a website and on social media, where today the brand has a community of more than 5 million fans on Facebook, Instagram, YouTube and TikTok.

«We are delighted to expand and diversify our social media presence with the acquisition of a hugely successful international young profile. The Instagram and TikTok profiles of Foodqood, which from today will be called GZ Foodqood, mean we can count on an overall fanbase on a par with the top world players,» said Andrea Santagata, general manager of Mondadori Media. «Furthermore, our strategic collaboration with young chef Khalid enables us to continue our on-going productive experimentation with new styles, with the focus increasingly on video shorts, a format that already lets us reach 150 million video views a month on social media. The purchase also strengthens our positioning as a Food Talent Factory. Giallozafferano believes in creators as an important ingredient to deliver fresh content and engage Millennials and Generation Z. This is why today Giallozafferano collaborates on a stable basis with over 50 of Italy’s best and most original food creators,» Santagata added.

With its latest acquisition, Giallozafferano continues to attract and select the most exciting talents on the web, a process that began in 2011 when it created the largest Italian food blogging community, attracting growing numbers of top chefs, influencers and creators.

This also enhances branded content opportunities for commercial partners, who, through the Mediamond space concessionaire, can target new audiences with innovative publishing formats, using the factory content of Giallozafferano and the unique team of food creators who work with the brand.