Six years ago an attempt to rediscover a passion for cooking led to a following of millions for popular YouTube creator Ethan Chlebowski. Fast forward to 2024 and he now runs a successful channel, sharing educational videos demonstrating how to put a healthier spin on restaurant classics. Riding that wave of success, Chlebowski has now announced “Cook Well,” his new website and cooking brand. 

Promising it to be “the cleanest recipe experience on the internet,” Cook Well is basically a free, ever-changing, online recipe book. The site will feature not only Chlebowski’s recipes, but contributions from creators worldwide. He plans on making Cook Well “the world’s best cooking company,” and outlined a simple strategy to accomplish that:

• Bring them a free, online cookbook that evolves over time.
• Focus on driving viewers through YouTube — not “bloated,” text-filled recipe pages that optimize for SEO.
• Offer a platform for other creators to share their favorite recipes and (one day) launch cooking products.

Chlebowski continued, “...if we’re going to set up a system for a better way to read recipes, I want to have recipes from all over the world and work with creators from all over the world.”