The agreement, negotiated between UKTV and BBC Worldwide, the owner of Good Food magazine, permits UKTV to rebrand its channel, associated website, as well as commercial and promotional activity to the new brand name.

Launching with the strapline “We have fun with food”, Good Food aims to target upmarket 25 to 44 year-olds searching for food inspiration. In March, UKTV unveiled the rebrand of lifestyle brands UKTV Style and UKTV Gardens as Home and Really respectively.

This followed the rebrand of UKTV People to Blighty on 27 February, UKTV Documentary to Eden on 26 January and UKTV History as Yesterday on 2 March. In October, UKTV rebranded UKTV Drama to Alibi, UKTV Gold to GOLD and launched a new channel, Watch.

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