Whisk, the UK-based AI food platform, announced today that it has acquired German startup, Avocando. The move augments Whisk’s shoppable recipe business by expanding the company’s footprint into continental Europe and adding some sizable appliance partners to the company’s partner roster.
As we’ve noted, the recipe is evolving from a static list of instructions and into a discovery and commerce platform. Whisk partners with publishers such as Pillsbury, the BBC and Food network to connect their recipes with retailers. So if you find a pancake recipe that you really like on Food Network, Whisk makes it easy to order all the necessary ingredients. In the U.S., Whisk works with Walmart and Peapod and recently added Amazon Fresh.
Avocando, which launched in 2015 and raised just €1m, has built a shoppable recipe platform that has found traction with publishers and appliance makers in Germany, Austria and France. According to the announcement, the company powers 600,000 shoppable recipes and reaches 20 million monthly shoppers across Germany and Europe.
By acquiring Avocando, Whisk picks up the startup’s user and customer base, which include food publisher Chefkoch and German appliance makers Miele and BSH Home Appliances. With two of Germany’s biggest appliance makers now in the fold, Whisk – who had its own integration with Samsung’s Family Hub – has started to tally an impressive list of hardware partners.
Terms of the acquisition weren’t made available, though Whisk CEO Nick Holzherr told The Spoon that they paid cash for the company out of revenue from continuing operations. Whisk was founded in 2012, has 22 employees and raised $2 million in seed funding. The Avocando team will be joining Whisk.