Israeli Startup Presents: The Next Generation Of Cookbooks

Kinetic Art, an Israeli based startup, has just launched their new cooking platform, Look & Cook. A company's spokesperson said that they are striving to "revolutionize the way people experience and use cookbooks."

Look & Cook is the first iPad cooking platform specifically designed for use on the kitchen counter. It offers an elegant and intuitive interface, a smart and flexible step-by-step structure (with large, easy to read fonts, HD images and short videos), and set of built-in tools: from embedded timers to voice activation.

Bringing together the warmth and beauty of the printed cookbook with the most up-to-date technology, Kinetic Art is proud to launch its first platform based app with Israeli star-chef Meir Adoni. Adoni is chef-owner of the critically-acclaimed restaurant Catit in Tel-Aviv, consistently rated among the top three restaurants in Israel since its opening in 2002. [or: considered by many the finest restaurant in Israel today - but this sounds a little vague to me]

Chef Meir Adoni embodies the new Israeli kitchen. One of Israel's most renowned an inventive chefs, Adoni is known for his creative interpretations of traditional dishes and his visual flair. It is only fitting that he chose to introduce himself to the American public though the most innovative and visually striking cooking application, rather than through a traditional cookbook.

Look & Cook: with Meir Adoni offers an intimate, private lesson with chef Adoni through an-unprecedented number of detailed HD photographs and short videos of the chef himself at work. Each recipe is accompanied by step-by-step instructions and close-up images that make replicating them at home a breeze. The app, with over 40 of Adoni's favorite recipes, introduces the reader to his unique blend of high cuisine and street-food, authentic Mediterranean and Middle Eastern dishes with a variety of global influences. Adoni's cooking offers a portrait of a sophisticated, new Israeli kitchen, grounded in local products and traditions, while being open to and inspired by the world.

"After two years of studying hundreds of people cooking in their own kitchens, we think we found the winning formula for a new category of cookbooks," says Kinetic Art representative. "The iPad allowed us to combine the best of both worlds: the up-close-and-personal visual detail of the cooking television show with the handy and beloved printed cookbook."

Look & Cook: with Meir Adoni includes more than 750 beautiful, close-up HD images and short videos of each step of every recipe that create an intimate experience and leave no room for misunderstandings. Flex-Text Technology allows a surprisingly comfortable reading option that is specifically designed for the iPad screen. With the touch of a finger you can switch from cooking mode to a reading mode that brings up a large font for easy reading off the kitchen counter. Hands-free activation allows navigating the recipe without touching the iPad screen. Built-in Timers are embedded in various stages of the recipe to allow the cook to fully focus on actual cooking and not worry about timing. The recipe format will appeal to home cooks at any level: inviting and clear instructions, detailing many basic processes for beginners, with the option to skip over those basic steps and go directly to inspiring, exotic recipes for the experienced cook.

Kinetic Art continues to develop its platform for chef-driven projects, but is also exploring applications for bloggers, home-cooks and producers. Their stated goal is to perfect the ultimate platform for a variety of culinary contents.


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About Chef Meir Adoni:

Chef-owner of Catit and Mizlalla restaurants in Tel-Aviv, Adoni is one of Israel's leading, innovative chefs. He studied at the Cordon-Bleu in Sydney and La Notre culinary school in Paris, interned at Cieo in New