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Safeway, SuperTarget Choose

PLEASANTON, Calif. and MINNEAPOLIS -- Safeway and SuperTarget have selected the fully customizable turnkey recipe and meal planning application service provider (ASP) platform provided by, the world's biggest community food and recipe site for home cooks. The ASP solution features proprietary technologies, recipe and cooking content, and patented meal-planning tools.

Through this solution, visitors to and are able to have seamless access to thousands of recipes from Shoppers experience an online environment that is custom-made to fit the unique look and feel of each grocer's Web site.'s innovative online meal planning and shopping features include shoppers' ability to plan a week's supply of meals by viewing, sharing, rating, and printing recipes while at the same time finding out which items are on sale and printing coupons right from the grocers' Web sites. Customers can also use's timesaving tools, among them automated shopping lists, ingredient search, recipe scaling, and even such patented features as "More Recipes Like This," which let users scan recipes with similar ingredients. In the near future, shoppers will be able to create personalized recipe boxes.

"Safeway and SuperTarget are at the forefront of building Web solutions that engage their customers and improve loyalty and shopping preference through tools and content," noted Jim Kreyenhagen, v.p. business development. "These grocers understand that their shoppers are leading increasingly busy lives and, as a result, are looking to provide them with resources that will help reduce the time associated with life's daily chores. Helping them plan meals through the grocers' Web sites is a natural progression of what's already occurring online on sites like ours, and results in shopping preference and increased basket sizes at checkout."

Seattle-based is an online cooking community where home cooks from around the world come to share, rate, and download recipes and meal ideas. The site has more than 15 million visitors annually and over 30,000 recipes. Allrecipes additionally provides expertise in the form of content and turnkey recipe and meal-planning solutions to grocery, pharmaceutical, and CPG companies to enhance their Web sites. The Allrecipes ASP grocery solution was originally launched a year ago with an exclusive co-branded solution for Boise, Idaho-based Albertsons.
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