BuzzFeed has added a new feature to its 'Tasty' app that enables customers to purchase recipe ingredients directly from Walmart.
The 'Shoppable Recipes' feature in the Tasty iOS app directs users to the Walmart Grocery app or www.walmart.com/grocery, enabling users to purchase ingredients required for the chosen recipe.
It allows them to swap items within the Tasty app based on their preferences, including price, brand, quantity, and dietary requirements.
'A fun solution'
"Finding that perfect recipe, creating a grocery list and finally getting to the store can keep any chef out of the kitchen," said Janey Whiteside, chief customer officer of Walmart."We’re excited to create a fun solution that feeds customers appetites to put time back in their busy schedules all while saving money with Walmart’s everyday low prices."
Customers will have access to ingredients for more than 4,000 recipes shared by Tasty.
They will also have the option to avail of home delivery services or curbside pickup for their orders, Walmart said.
'The Missing Link'
BuzzFeed’s chief marketing officer, Ben Kaufman, said, "From watching a mesmerising Tasty video to cooking it in your kitchen, the missing link is buying the ingredients. [...] We’re excited to build upon our partnership with Walmart and provide a new feature that will solve the pain point of grocery shopping and make it even easier for our audience to cook their favourite Tasty recipes."
'Shoppable Recipes' is a new addition to BuzzFeed and Walmart’s partnership, which includes a Tasty kitchenware range, launched in March of 2018.
The retailer also plans to launch Tasty branded licensed products within the celebrations, dry grocery, deli, and frozen meats departments later this year.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
