TORONTO—For the millions of North Americans with food allergies, ranging from peanuts to gluten sensitivity, marketing agency TAXI Content Group will launch a customizable safe foods website in August.

This is the first intellectual property project from TAXI Content Group, the newest division of TAXI whose international offices cover everything from strategic planning to advertising and design. It was created in September 2007 to provide content development as a core competency to its clients.

Already available for beta testing, the new Foodcontentalerts.com allows people with any kind of food sensitivity to create safe food databases, share recipes and receive important updates through RSS feeds from sources such as the Food and Drug Administration (FDA), the Canada Food Inspection Agency (CFIA) and high-profile food blog Allergymoms.com.

“Because people are hungry for information, we make it very easy to bring that information in through RSS feeds – users can bring in feeds from whatever blogs or sites they want,” says Daniel Rabinowicz, president of TAXI. “They can create their own personal version of the site that aggregates all the content that’s important to them.”

According to Rabinowicz, the full customizability of Foodcontentalerts.com was inspired by sites like iGoogle.com, where users can literally click and drag various news feeds and applications to arrange their own layout. The functionality of the site was dictated by extensive research based on focus groups and an online survey of 600 people who deal with food allergies. One important feature will be mobile access, so parents can look at their database while they’re at the grocery store.

TAXI is also working with advertisers in the food and pharmaceutical industries to connect the site with brands that make sense for their users, to “create a deeper engagement between consumer and brands.” And although the site doesn’t officially launch until next month, it already has several hundred registered users.