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Peapod, Deliver Recipe Ingredients


Online grocer Peapod has joined forces with, a personalized cookbook and digital shopping platform, to turn digital recipes into groceries delivered to customers. The team-up enables home cooks to choose recipes from around the web and then send all ingredients directly to Peapod’s online shopping cart.

The initiative is the first partnership with a U.S. retailer for United Kingdom-based Whisk, which has already joined forces with U.K. food retailers Tesco, Waitrose, Ocado and ASDA.

Whisk can extract ingredients from any website and map them to Peapod’s online products. Using a unique Food Genome, Whisk analyzes millions of recipes using Machine Learning algorithms to establish relationships between food properties like ingredients, recipes, and store-bought products.Through partnerships with recipe publishers and e-grocers, the platform displays a “Create a Smart Shopping List” button alongside more than 300,000 global recipes, allowing users to quickly make digital shopping lists from any recipes. Consumers can also use Whisk to create personalized cookbooks of their favorite recipes, get tailored recipe recommendations and store their shopping lists.

“This partnership makes the shopper journey from inspiration to doorstep delivery even more seamless for our customers,” said Carrie Bienkowski, chief marketing officer at Skokie, Ill.-based Peapod, an Ahold company. “Whisk’s smart shopping list simplifies online shopping, allowing Peapod customers to choose recipes online and with a few clicks, upload all ingredients into their digital shopping cart.”

“One of the most exciting innovations happening in the food-tech space is data-driven personalization,” noted founder and CEO Nick Holzherr. “Whisk ingests millions of recipes and hundreds of thousands of grocery store products, updated daily. Over time, as our algorithms learn more about individuals’ preferences, we’ll be able to help people make ever-smarter choices through crunching data.”

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