Olive

What Olive does

Olive is a digital food, travel, and restaurant magazine brand published by Immediate Media Company Limited, a UK-based privately held media group headquartered in Hammersmith. Founded in 2003 and operating alongside sister titles such as GoodFood, RadioTimes, and GardenersWorld, Olive targets home cooks, food enthusiasts, health-conscious readers, and culinary travelers across the United Kingdom and Europe. The publication delivers triple-tested recipes, curated UK restaurant and bar reviews, expert product reviews of kitchen equipment and supplements, and food-focused travel destination guides spanning European city breaks, Mediterranean islands, and UNESCO gastronomy cities.

The product surface is organized into five core areas: a digital recipe library segmented by season, cuisine, and meal type; a product reviews vertical; a UK-focused restaurant reviews section; European and global travel guides; and a paid digital subscription offering. Distribution is entirely digital through olivemagazine.com, with content syndicated across Facebook, Twitter, Instagram, Pinterest, YouTube, and an RSS feed. The underlying platform is a standard web-based publishing system with no proprietary features, no mobile applications, no public APIs, and no disclosed integrations or AI capabilities.

Olive generates revenue through two streams: recurring digital subscriptions, currently marketed with a 5-months-for-£5 promotional entry point, and display advertising including sponsored content and brand partnerships integrated into recipe and product review pages. Go-to-market is content-led, using SEO-optimized recipe pages, seasonal collections, email newsletters, and social channels to drive subscriber acquisition. Standard subscription pricing tiers, subscriber counts, headcount, and management details are not disclosed in the available source data, limiting deeper financial and operating assessment.

Name

Olive

Legal name

Immediate Media Company Limited

Website

https://olivemagazine.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Olive is a UK-based digital food magazine published by Immediate Media Company, offering triple-tested recipes, restaurant reviews, product reviews, and food-focused travel guides to home cooks and culinary enthusiasts across the UK and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Hammersmith

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Digital subscription: Monthly and annual digital subscriptions providing access to premium recipe content, exclusive articles, and subscriber-only features
2. Advertising: Display advertising on the website, including sponsored content sections and brand partnerships integrated into recipe and product review pages

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Olive is a digital food, restaurant, and travel magazine that publishes triple-tested recipes alongside expert restaurant reviews, food-focused travel guides, and tried-and-tested kitchen product reviews. The content is freely accessible online and supported by a recurring paid digital subscription that unlocks premium recipes, exclusive articles, and an ad-free reading experience, with advertising supplementing subscription revenue.

Product overview

Olive is a digital food, travel, and restaurant magazine published by Immediate Media Company. The offering comprises recipe content with seasonal collections and chef recipes, expert product reviews of kitchen gadgets and supplements, restaurant and bar reviews across UK regions and cities, travel destination guides focused on foodie experiences, and a subscription service providing premium content access. The magazine positions itself around seasonal eating, entertaining, and culinary travel.

Differentiator

Problem solved

Functional benefit

Products and services

• Recipe Content Digital recipe database featuring thousands of triple-tested recipes across categories including baking, vegetarian, vegan, healthy meals, dinner party dishes, cocktails, and seasonal collections, targeted at home cooks in the UK and Europe.
• Product Reviews Expert-tested reviews of kitchen equipment, coffee machines, supplements, cookware, knives, and gadgets with buying guides and recommendations for home cooks shopping for cooking gear.
• Restaurant Reviews Curated restaurant and bar reviews covering UK cities, regional guides, best-of lists, and area-specific dining recommendations for readers planning meals out.
• Travel Guides Travel destination guides featuring European city breaks, coolcations, Mediterranean islands, UK trips, and food-focused travel recommendations aimed at culinary travelers.
• Digital Subscription Paid digital subscription offering access to premium content, exclusive recipes, and an ad-free reading experience for olive magazine readers.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Eater: Eater is a digital-first food publication focused heavily on restaurant news, reviews, and dining guides. Olive's restaurant and bar reviews segment is directly comparable to Eater's editorial proposition and audience use cases.
• BBC Good Food: BBC Good Food is the UK's leading digital food-media brand, offering tested recipes, restaurant reviews, and travel guides under a subscription-plus-advertising model. It is Olive's closest UK-based direct competitor with the same content pillars and target audience.
• Food & Wine: Food & Wine is a long-established food media brand offering recipes, restaurant coverage, and culinary travel content. It competes directly with Olive for the food-enthusiast audience via similar content categories and a digital-first subscription model.
• Epicurious: Epicurious is a digital recipe and cooking site offering tested recipes, product reviews, and culinary content. It overlaps with Olive's core recipe database and product-review verticals under a similar subscription-and-advertising model.
• Bon Appétit: Bon Appétit is a US-based digital food magazine offering tested recipes, restaurant reviews, and culinary travel. It mirrors Olive's editorial structure and audience, but operates at significantly larger scale through Condé Nast.
• Saveur: Saveur is a culinary magazine focused on global cuisines, regional recipes, and food-focused travel — a content mix that overlaps substantially with Olive's international cuisine and travel-guide coverage.
• The Kitchn: The Kitchn is a digital-first home-cooking publication providing tested recipes and product recommendations. It addresses the same home-cook persona as Olive with comparable content categories and a similar content-led growth approach.
• Delicious UK: Delicious is a UK food magazine publishing recipes, restaurant reviews, and travel content. It targets the same home-cook and food-enthusiast segment as Olive with a similar content-led, subscription-supported model.
• Great British Chefs: Great British Chefs is a UK food-content platform focused on chef recipes, restaurant recommendations, and culinary travel. It is a UK-based direct peer to Olive, competing for the same premium food-enthusiast audience.

Broad incumbents

• Good Housekeeping UK: Good Housekeeping UK is a broad lifestyle magazine with a substantial food vertical including tested recipes, product reviews, and travel content. It competes with Olive for the same audience but as part of a much wider lifestyle portfolio rather than as a food-specialist brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Xx.com/olivemagazine
• YouTubeyoutube.com/@olivemagazine432
• Facebookfacebook.com/olivemagazine
• Instagraminstagram.com/olivemagazine
• Pinterestuk.pinterest.com/olivemag

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olive