UK-based food shopping app Whisk has launched the first multi-platform app of its kind to simplify grocery shopping.
Whisk was originally rejected at pitch level by Lord Alan Sugar after its founder Nick Holzherr was a runner up on Apprentice.
The company was acquired by Samsung NEXT earlier this year for £170,000.
The smart food platform this week announced the launch of a new set of apps in order to make food shopping easier for customers.
Whisk’s apps provides users with a quicker way of shopping for food, but turning saved recipes into collaborative shopping lists that can be transferred from recipe sites such as BBC Good Food and the Food Network, over to online grocery sites to buy in one click.
The platform also shares recipes, invites other people to contribute to shopping lists via SMS, email and URL.
Shoppers can even use voice assistant apps like Bixby, Alexa or Google Home to add items to their Whisk shopping lists or take inventory of their food stores or fridge.
According to Whisk the average grocery store shopping trip takes 41 minutes, equating to 50 hours per year spent in the grocery store.
The $11 trillion (£8.39 trillion) global grocery market is going through many changes as millennials and gen Z are buying in very different ways than their parents.
Some 76 per cent are sharing the grocery shopping responsibility, shopping at an average of 4.4 stores, with 70 per cent of the US population predicted to buy groceries online by 2025.
“Over half of the US population still makes shopping lists using pen and paper, yet most people are looking for food inspiration digitally,” said Holzherr.
“Hours are spent looking for food content online – seeking new and healthier meals. However, the data shows people generally end up cooking the same 7-9 dishes on repeat. There’s a fundamental disconnect between the online and offline that Whisk can help connect,” added Holzherr.