Campbell’s announced last week that it has added shoppable recipe functionality to its site, in another move that has the iconic soup brand playing a broadening role in our meal journey.

Available now, the shoppable recipes are created using Chicory’s AI technology. Once you pick a recipe on Campbell’s website, you can click the “Get Ingredients” button at the bottom, enter your zip code and select your preferred grocer for delivery. Right now, Campbell’s works with retailers including AmazonFresh, Peapod, Instacart, Meijer, Walmart, and Wakefern.

If there’s one big trend we’re following here at The Spoon this year, it’s the evolution of the recipe into a robust discovery and e-commerce platform. Online grocery shopping and same-day delivery mean that midday recipe inspiration can be turned into dinner that very night. Shoppable recipes are quickly becoming the industry standard as SideChef, Fexy Media and AllRecipes have launched shoppable recipe programs.

And now Campbell’s wants in on this action. With this move, Campbell’s doesn’t just want to be a part of your meal, it wants to be a vehicle that delivers your whole meal, and generate revenue along the way.

Prior to this, Campbell’s invested $10 million in meal kit company Chef’d, and then teamed up with them to form its own line of slow-cooker meal kits.

Meanwhile, companies like Chicory and Whisk are taking advantage of the shoppable recipe boom by providing the back-end technology which enables food and recipe brands to enable immediate purchase via thousands of recipes. In addition to Campbell’s, Chicory also provides shoppable recipe tech for brands such as Betty Crocker and Time Inc.

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