Extra Crispy is the second original brand from Time Inc.’s The Foundry, the Brooklyn-based "creative lab" that houses native advertising and sponsored content teams. It also develops digital platforms for the company.

Their first original brand, The Drive, debuted in September 2015.

“The Foundry is all about identifying emerging audiences and platforms. Extra Crispy allows us to experiment with inherently shareable content—from coffee obsessions to Cronuts and the viral food phenomenon of today,” stated Matt Bean, SVP of editorial innovation at Time Inc.

According to Time Inc., breakfast order sales in America topped $52 billion in 2015, up 30% from 2009.

Extra Crispy features recipes, how-tos and reporting on cultural trends, news and first-person stories with influencers and celebrities. According to Nieman Lab, the site will feature eight to 10 pieces of content per day.

The launch sponsor for Extra Crispy is Arla Foods, a Danish dairy company. Extra Crispy is also invested in live experiences. The brand is a media sponsor of the upcoming coffee festival CoffeeCon, which will take place in Brooklyn on Saturday, June 4. Extra Crispy will host an espresso class in its offices as part of the festival.

"We’re thinking about breakfast as not only the most important meal of the day, but also as a new cultural stronghold. Extra Crispy is all about exploring that intersection,” stated Meredith Turits, senior strategist of brand development at The Foundry.

Turits is directing the launch of the brand. She joined Time Inc. in November 2015 and is responsible for editorial, product and strategy for the brand. Turits was a founding editor of Bustle and a former online editor at Glamour.

“We’ve learned a lot about where millennial readers like to engage with niche content, and the formats with which they like to engage,” Turits told Nieman Lab. “Video is a priority for Extra Crispy, as well as creating tailored content for each social platform.”