Waitrose has this week launched an online interactive magazine in a bid to attract new customers.

The e-zine, Waitrose Live, features news, nutritional information, tips, recipes and cookery demonstrations.

The e-zine can be accessed at Waitrose.com/live and is produced in conjunction with publisher Dennis Communications. It will be emailed to more than 3 million customers using the Waitrose database and Dennis Communications’ reader database. A tailored version of the e-zine will also be emailed later this month to subscribers of Dennis publications including Men’s Fitness and Maxim.

Waitrose is also poised to launch its social networking forum within the next few weeks and a spokeswoman said that while the e-zine is a separate proposition, it may be linked with the forum in the future.