iVillage is looking to expand its advertising role to include sites not specifically aligned with parent NBC Universal (NYSE: GE). The female-focused lifestyle site has struck a deal with recipes and nutrition information and part of EatingWell Media Group to oversee advertising for EatingWell.com. The move is seen as a way to enhance iVillage’s own food vertical, which was launched back in October, shortly after a major overhaul of the network. In addition to building up its food channel, iVillage is also about to unveil a new health site this month.

As iVillage looks to expand its own little empire, EatingWell is handing over the ad sales lead in hopes of attracting major food, consumer packaged goods and pharmaceutical marketers. EatingWell will still have its own sales team that will concentrate solely on print ads for EatingWell Magazine, which claims a paid circ of 350,000.

• iVillage Hires MTVN Marketing Exec Balsam-Schwaber
• The Latest iVillage Revamp: Can NBCU Get It Right This Time?