StumbleUpon has announced the launch of its content discovery engine in the UK, over 10 years since launching in the US.

The website allows its 25m users to browse and content across the web based on pages relevant to their preferences and share via email, Facebook and Twitter, as well as with other StumbleUpon users.

As part of the UK launch, the platform has partnered with publishers such as Hearst UK (publisher of Elle and Cosmopolitan), IPC Media (publisher of Marie Claire, NME and goodtoknow), TheWeek.co.uk and digital music service Spotify.

According to the firm, brands can benefit from the launch by adding StumbleUpon tools, such as badges and widgets, to their website to increase traffic. StumbleUpon’s Paid Discovery ad platform also enables organisations to target customers using sponsored web and mobile pages within the StumbleUpon content discovery experience.

Marc Leibowitz from StumbleUpon said: “We think the premise of StumbleUpon – to connect users with the relevant material on the internet – has universal appeal, and we are therefore excited to officially bring our brand of serendipitous discovery to the UK market.

“In order to ensure that material found on our engine is relevant to the UK customer we have partnered with UK centric businesses to bring the most recent information to our customers and we look forward to expanding this portfolio in the near future.”