A new website offers recipe-inspired playlists.

As noted in our Things to Watch in Music report, we’ve been seeing some novel ideas around pairing music with goods and services in a customized way. In the U.K., Lurpak butter has recently teamed up with the music streaming website Last.fm to provide recipe-inspired playlists via FoodBeats.com (only accessible in that market). Users simply type in the dish they’re making and an approximate cooking time before they are served up a food-appropriate soundtrack (for example, a classy salmon dish is accompanied by smooth jazz, a chicken salad generates chilled summer songs, and fajitas bring a Latino beat). A countdown timer and tips to improve your recipe bring additional credibility and position Lurpak as cooking experts. FoodBeats.com places Lurpak at the heart of the kitchen and helps to enhance the routine task of daily meal prep.