In a move that will bolster the trend of recipes becoming center for discovery and commerce, Amazon has partnered with AI food platform Whisk to create shoppable recipes from more than 20 publishers.
Whisk partners with major food brands such as Pillsbury and General Mills and publishers like BBC Good Food and Food Network to connect their recipes with retailers. So, for example, if you like Pillsbury’s recipe for Blueberry Biscuits with Sweet Lemon Glaze, Whisk’s platform lets you automatically order all the necessary ingredients for delivery with just a few clicks.
In the United States, Whisk has been working with Walmart and Peapod for ingredient purchases and with today’s announcement adds Amazon Fresh as another partner. Whisk’s partnership will extend to Amazon UK starting on March 1.
For Amazon, Whisk joins AllRecipes and Fexy Media as another channel for shoppable recipes sales. We pegged shoppable recipes as a trend to watch this year as it has the power to transform the way we think about meal preparation.
Recipes used to be a source of both inspiration and frustration when the contents of our pantries fell short of the ideal meal. With same day delivery, retailers like Amazon, Albertsons, Walmart can now monetize that inspiration with (somewhat) instant gratification. Shoppable recipes make cooking almost any meal more frictionless.
Amazon’s continued expansion into the shoppable recipe space is sure to set in motion more defensive moves from other grocers. Last month, Aisle Ahead bought BigOven to offer shoppable recipes services for grocers. Additionally, Kroger partnered with Myxx to bring shoppable recipes to its stores.