By Charles Lee Mathews. Through cultural representation and community-driven storytelling, Woolworths TASTE has shifted its approach to South African food media and, in the process, become one of the country’s most trusted branded platforms.
“When you see someone who looks like you, cooking a dish you grew up with, it feels meaningful,” says Kate Wilson, outgoing editor in chief of Woolworths TASTE, who departs this month. Today, TASTE’s overall reach stands at just over 20 million, with engagement up 273% year-over-year. In June 2025, the brand attracted more than 645,000 unique users to its website and boasts over a million followers across its social channels.
But the real story isn’t about raw digital growth metrics. It’s about how a food magazine evolved into a cultural ambassador by reflecting the diverse tastes, traditions, and voices of South African communities that had long been underrepresented in mainstream food media.
From recipes to representation
Wilson tells the story about how the Media24 team that manages Woolworths’ custom publishing for TASTE did a research project with The Culture Foundry. “We interviewed food authorities across the country in different communities representing different cultures, and the results that came from that were so enormously powerful.”
“The insights showed us how South African food is diverse and underrepresented. We shared this with Woolworths, which shared the insights broadly internally. It actually influenced their product development, which is impressive,” says Wilson.
“There are amagwinya, there’s tripe, and there are seven colour Sunday meals on the shelf nowadays,” Wilson notes. Magwinya is a Zulu term and is a fried dough similar to vetkoek. Typically, vetkoek is bigger and served with curried mince or fish in Cape Malay communities. Magwinya is often smaller, sweeter, and is usually found on street corners where vendors sell it.
Want to know how to make amagwinya? Take a look at Nthabiseng Ramaboa’s recipe at Woolworths TASTE. “Ko kasi (in the township), you have magwinya for breakfast. And when you move to the Champagne northern suburbs of Joburg, you miss that simple life,” says Ramaboa, known as Chef Nti, in her book, Chef Nti: My modern African kitchen.
Moving beyond convention
In the food world, the concept of mirroring, the tendency to reflect others’ behaviours and preferences, shows up everywhere. Think of how friends unconsciously reach for their beverage when someone else at the table does, or how diners lean into a cuisine trend because it’s what their peers are posting on Instagram. Brands tap into the same psychology: when they echo the language, rituals and dining habits of their audience, they feel more relatable and authentic.
For TASTE, featuring food creators who write about their own culinary traditions produced immediate results. Wilson recalls working with Muslim food creators like Saadiyah Hendricks [@sadiesbubbleofyum], and the response from the Muslim community was powerful, they were seeing their food traditions represented authentically. “That emotional connection is something that we’ve increasingly built on over the last couple of years,” Wilson notes.
Authentic voices, stronger connections
That’s the story of how TASTE’s mission, “to become the voice of Southern African food culture”, came into focus: Wilson believes they now have “the most comprehensive database of South African recipes on the internet,” all authentically created by authors from the relevant cultures.
The approach required rebuilding their contributor network from the ground up.
Some of the brand’s most recognised voices include Wayne Chang (aka “Munchin Mash”), whose approachable, flavour-forward recipes (like his viral deep-fried egg with rice) have become audience favourites; Clement Pedro, a chef and food stylist known for bold, comforting recipes with inventive twists; and Khanya Mzongwana, TASTE’s deputy food editor, celebrated for her emotive storytelling, visual craftsmanship, and ability to connect food with lived experience.
Wilson is particularly proud of how this authentic representation has influenced broader change: “TASTE is the only place that’s really being done successfully, I think. And it’s rewarding that it’s being noticed.”
Building a network of storytellers
Diversity for TASTE extends beyond professional contributors to community building. The brand employs someone dedicated to responding to comments and building relationships with active community members. These community members become authentic advocates in turn, and Wilson notes that the organic support often resonates more powerfully than traditional marketing.
This community-first approach has created what Wilson describes as multiple layers of influence: “We have the bigger influences, the nano influences, the micro influences, and that universe of influences seems to work.”
Rather than rely on celebrity chefs, TASTE deliberately chose a different path. “It’s never going to be a Jamie Oliver, and not just because of the money,” Wilson says. “I’m not sure how many South Africans really identify with him the way they might identify with Khanya, for example.”
Staying true, reaching further
In 2024, after 21 years, Woolworths TASTE published its final regular bi-monthly print edition and transitioned to a digital-first strategy, while maintaining occasional special print issues. The focus on cultural authenticity delivered powerful results. In June 2025, TASTE’s total audience increased 62% year-over-year to 1.9 million, and its monthly reach of 20.1 million far exceeded Media24’s agreed-upon KPI target with Woolworths of 12.8 million.
For advertisers, this authentic approach creates valuable targeting opportunities. “Advertisers know when they come to us with a campaign that we can really help them to target the right community and the right audience,” Wilson notes. “I don’t think you can be successful without a diverse team. Otherwise, you would stick out like a sore thumb. Woolworths has had to evolve as a brand itself, and I think it has massively.”
TASTE’s commitment to authentic content has also earned international recognition. In 2024, the brand achieved remarkable success at the International Content Marketing Awards (CMAs), taking home seven awards, including two gold medals for Best Purpose-Led Content and Best Use of Influencer Marketing. The accolades continued at the 2024 Eddie & Ozzie Awards, where the TASTE content team was honoured as Team of the Year and received an additional six awards, including two gold medals.
Food as a unifier
TASTE now regularly marks diverse cultural celebrations that mainstream South African media often overlooks. “We in TASTE will always mark Eid, Rosh Hashanah, as well as Ramadan, and Diwali,” she says.
Wilson sees TASTE’s role extending far beyond magazine publishing or even branded content. “Food memories are probably the most unifying thing that we have as a culture,” she reflects. “Food is at the heart of that, and it never stops making me feel good about South Africa and about what TASTE has achieved.”
Charles Lee Mathews is a senior editor to MarkLives MEDIA and a senior writer to MarkLives.com, as well as co-founder of The Writers, a writing consultancy.
