Panna Cooking
Panna is a video cooking resource offering Online Cooking Classes and Video Recipes from award-winning chefs, established in 2012. The brand includes a website, iOS, Android., and Apple TV apps, as well as an Amazon Prime Subscription.
Founding
Panna was founded in 2012 as a video cooking magazine for reading on tablet devices by David Ellner. Ellner decided to start the company as a solution to the disconnect he felt lay between his efforts to create dishes from chefs’ cookbooks and how they appeared in the book’s photos. The app was initially funded by a Kickstarter campaign. The first issues contained thirteen to fifteen recipes each, with ten minute videos accompanying each recipe recorded by professional chefs. The first issue was published in September 2012. The company is based in New York, NY.
Panna Timeline
Date |
Event |
|---|---|
December 2011 |
David Ellner incorporates Panna under How2Media Inc. |
May 2012 |
Panna worked with their first chef, Rick Bayless. |
October 2012 |
Panna launched in App Store. |
September 2012 |
Panna launches their first issue for sale—Jonathan Waxman’s Thanksgiving. |
December 2012 |
Panna was chosen as one of the Best Apps in the App Store for iPads. |
February 2013 |
Panna launched their app for iPhones. |
June 2013 |
Panna raised their first venture-backed seed round. |
November 2014 |
Panna launches Simmer, a user generated version of Panna. |
January 2015 |
Panna runs out of money. |
February 2015 |
Panna raises an angel round. |
July 2015 |
Panna office moves from Summit, NJ to NYC. |
August 2015 |
The company business model changes from a purchase by issue to an "All you can eat" subscription model. |
October 2015 |
Panna raises a series A round. |
June 2016 |
Panna relaunched the Panna product with a completely new design across web and app. |
October 2016 |
Panna launched their Apple TV App for the big screen. |
January 2017 |
Panna moved into a new office space, with their own custom built kitchen for filming content in house. |
April 2017 |
Panna expanded their product line to include Cooking Classes, for a deeper dive into specific cuisines/techniques. |
May 2017 |
Panna launched their Android App, finally delivering their content to all mobile operating systems. |
Content
Recipes come with auto-generated shopping lists for readers to make the dishes themselves. Videos can be downloaded for offline streaming. In 2013, the publication added an “Ask the Chef” section, where readers could ask chefs questions about their recipes. Panna Cooking also offers "Classes." In a class, one chef delves into a specific type of cuisine and the subscriber gets a package of recipes and cooking tips.
The magazine’s contributing chefs have included Mario Batali, Andrew Zimmern, Rick Bayless, Anita Lo, Nancy Silverton, Jonathan Waxman, and Chad Sarno.