Northfork, a Swedish company that enables shoppable recipes online, announced yesterday that it has raised 10 million Swedish Krona (~$1.1 million USD). The round was led by J12 Ventures with participation from DHS.
Northfork creates a white label platform for retailers to create shoppable recipes. For example, last year Northfork provided the software that powered BuzzFeed Tasty’s shoppable recipes through Walmart. As we wrote at the time of that announcement:
The [Tasty] app maps a user’s location to the nearest Walmart and is tied into that’s store’s inventory to ensure that customers can get all the ingredients necessary. The app even lets users swap out items based on quantity needed or dietary, nutritional or brand preferences. Once purchased, the groceries can be scheduled for delivery or pickup as early as that same day.
The shoppable recipe space has actually been kind of quiet for most of this year. In July Thermomix announced shoppable ingredients through its Cookidoo platform (powered by Whisk), and in June Innit announced a shoppable recipe related partnership with product data company, SPINS.
This relative quiet in the shoppable recipe space is curious, given that the COVID-19 pandemic has spurred record amounts of online grocery shopping. With so many more people eating at home, you’d think there would be more activity around connecting meal discovery through recipes and e-commerce solutions that make buying those ingredients easier.
Perhaps that’s part of the reason Northfork raised this money. According to Nordic 9, Northfork will use this new money for product development and U.S. expansion.