The cluttered version of iVillage’s FOOD site is dead. We welcome a fresh, more streamlined site today, and one that is aimed at women and moms on the go.

When you log on to the site, you’ll be greeted with a picture that’s straight from the “Honey, I’m home” 1950s era. And in essence, iVillage has distilled the purpose of their new site into that one black and white photograph.

According to a survey conducted by GFK Roper this week, 73% of women online already rely on the internet to plan family meals. I know that I certainly do, even though I have several cookbooks on my bookshelf. This is the age that belongs to Kindle, the Nook and the Internet.

Angela Matusik, chief content officer for iVillage also notes that the site is all about stories connected to eating and sharing food.

The new site is deliciously simple and easy to use: the toolbar on the top aims to give you seasonal, kid-friendly, healthy and preggie-friendly recipes. There is also a “cheat sheet” style tool bar on the left that gives you popular recipe options with ingredients that include chicken, pasta, vegetables and also those that won’t take more than 30 quick minutes of your time.

Donatella Arpaia and her mother

The site also has several recipes (thanks to a partnership with Myrecipes.com from Time Inc.) including those by resident culinary expert Donatella Arpaia. Incidentally, at the launch last night, I had the chance to imbibe her Basil-Limoncello drink, which was surprisingly not too sweet, but perfect for a summer’s evening.

There is the usual fare: videos, cooking experts (from Mario Batali to Harold Dieterle), cooking recipes and tips you can share, to table etiquette. One of my favorite offerings is the “Twist” in a recipe: the site  allows you to customize dishes by adding your own special “twist” — whether it’s your preferred brand of cooking wine in making marinara sauce or your take on the Classic Alfredo.

I also had the good fortune to watch Donatella make fresh Orechiette pasta (delicious and flavorful) and also a crustless (and therefore flour-less) cheesecake which tasted a tad bit on the bland side. Donatella’s mother, a sparkly eyed beauty from Southern Italy, was also there and was so proud of her daughter’s ability to master Italian cooking.

One of my other favorites on this site is the supersized font recipe option called Kitchen View, since so many cooks read the recipes on their computers in the kitchen. This IMAX-style font is a brilliant addition to the site to prevent strained necks and squinting eyes. I know I will use this large print recipe edition when I’m preparing to host my next dinner party.

In short, a well thought out and executed improvement to the erstwhile site. If the old version was a Model T, then the current one is surely a Ferrari.

Look out for more videos and a more segmented approach (think allergies etc.) to recipes in the coming months.

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