Waitrose will this week join the online social revolution by launching a “Facebook for foodies” to allow shoppers to swap recipes and discuss food trends on message boards.
The social networking facility will be unveiled on Wednesday as Waitrose reveals the results of an upgrade of its website.
The Waitrose site attracts more than one million visitors a month and the retailer wants it to become Britain’s premier food networking location.
Users will be able to upload recipes and pictures of themselves with their home-cooked dishes.
Shoppers wanting to buy Waitrose food online have to use Ocado, a separate site part-owned by Waitrose in partnership with several banks.
Waitrose plans to add 20 recipes each month from its archive of 4,500 and users will be able to create their own e-scrapbook of recipes.