Sainsbury’s has partnered with food technology platform Whisk allowing customers to instantly turn any recipe into a digital shopping list and have it delivered.
Whisk, which was founded in 2012 before being bought by Samsung Next in 2019, works with the UK’s largest recipe publishers like BBC Good Food, JamieOliver.com and Food Network.
It uses artificial intelligence to match the items in a recipe with items listed on a retailer’s website, enabling them to instantly order all the ingredients to their door.
Sainsbury’s will also use Whisk’s “Food Genome” to power its daily store inventory feed, which ensures that each recipe’s ingredients are matched with the correct and currently available products at each store.
“Customers are increasingly choosing to do their grocery shopping and find recipes online,” Sainsbury’s head of product James Leech said.
“They need to find their favourite foods quickly and conveniently and this new partnership with Whisk will help inspire shoppers with a huge range of recipe ideas and make it even simpler for them to add to their bag and buy.”
Head of Whisk Nick Holzherr added: “We’re thrilled to bring Sainsbury’s into our Whisk partner ecosystem.
“As one of the premier grocers in the UK, Sainsbury’s is a leader in online grocery delivery and e-commerce. We know from our user feedback that a Sainsbury’s integration will be popular with users – at a time when online grocery shopping is critical in the UK.”