Kroger partners with smart food platform Whisk to allow users shop for recipe ingredients

Image courtesy: Borndigital

USA – Grocery chain Kroger is teaming up with smart food platform Whisk to allow users of the service in 35 states to shop recipe ingredients from Kroger stores for delivery or pickup.

Consumers can now turn any recipe from Whisk’s network of publishers, brands and apps into a smart shopping list and instantly purchase for pickup or delivery from Kroger stores.

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The seamless experience from recipe to shopping cart is powered by Whisk’s Food Genome, which uses artificial intelligence to ensure that a recipe’s ingredients are matched with the correct and currently available products at each Kroger store.

With Kroger as a purchase option on every one of the 500-plus million monthly recipe interactions on the Whisk platform, the partnership will support the retailer’s seamless experience model, the company said.

“Users in 35 states can now access fresh and affordable Kroger groceries conveniently from the buttons we power on published recipes from any app or website.”

Nick Holzherr – Head of Whisk

“Kroger is always innovating to help make our customers’ lives easier and influence the path to purchase. The Whisk partnership is a new part of our seamless experience to help meet our customers’ evolving needs, especially as more households are cooking at home and searching online for recipe inspiration,” said Jody Kalmbach, vice president, digital experience, Kroger.

“Whisk supports a frictionless customer experience through premium integration and precise product matching, which is key as we continue to expand our digital ecosystem and adapt to our customers’ changing shopping styles.”

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The Kroger-Whisk partnership is just the latest addition to Whisk’s roster of grocery retailers, brands and food content providers in the U.S., UK, Australia and throughout Europe.

Whisk maps the world’s food ingredients, their relationships, their nutrition, perishability, flavor and availability and matches them to the ingredients listed in recipes from any platform and available at local grocery stores.

Grocers are able to produce data-enriched food content as well as personalize future interactions, tailoring outreach and content to shopper preferences and needs.

“As more retailers strengthen their e-commerce strategy to adapt to changing consumer preferences and expectations, we’re excited to grow the Whisk ecosystem and bring Kroger, the largest grocer in the U.S., to all the users on our existing recipe and hardware integrations,” said Nick Holzherr, Head of Whisk.

“Users in 35 states can now access fresh and affordable Kroger groceries conveniently from the buttons we power on published recipes from any app or website.”

Recently, Kroger launched Chefbot, a first-of-its-kind AI Twitter tool that offers personalized recipes based on the ingredients a customer already has on hand at home.

Developed in partnership with integrated creative and media agency 360i, and technology partners Coffee Labs and Clarifai, Kroger’s Chefbot AI analyzes photographs to recognize nearly 2,000 ingredients, unlocking 20,000 Kroger recipes for users to cook.

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