Northfork Enters U.S. Market by Powering Shoppable Recipe App for Walmart and BuzzFeed

9 may 2019

Fanny Höglund

Women having conversation
Women having conversation

Platform Technology Delivers Seamless Shopping Experience to Make Grocery Shopping More Convenient

AUGUST 20, 2019 — Northfork, the shop-by-recipe platform for grocery retailers, today entered the U.S. market by powering the new Walmart and BuzzFeed Shoppable Recipes feature within the Tasty app. The new feature is designed to make grocery shopping easier and put time back in customers’ days by enabling customers to add recipe ingredients featured in Tasty videos directly to their Walmart online grocery cart for pickup or delivery.

The Northfork technology seamlessly integrates with grocery retailers’ apps and websites through an advanced, custom algorithm that translates recipes into full shopping carts. The technology also scales recipes to any portion, optimizes product combinations for minimal waste, organic options or the lowest price and recommends products based on an analysis of historic purchases. Northfork partnered with BuzzFeed’s own team and proprietary technology to bring the Shoppable Recipes feature to life.

“We are excited to help Walmart and BuzzFeed deliver a seamless grocery experience to their customers through shoppable recipes,” said Robin Rendahl, Chief Executive Officer and Co-Founder of Northfork. “We believe in using the most advanced technologies to deliver superior simplicity that increases growth, margins and revenue while enhancing the shopping experience.”

The new Shoppable Recipes feature provides a seamless grocery experience for Tasty iOS app users, giving them quick access to delicious ingredients for more than 4,000 recipes. From the Tasty app, users are directed to the Walmart Grocery app or, where they can view what’s in their cart, purchase the ingredients and schedule their groceries for either curbside pickup at a local Walmart or at-home delivery. Orders can be picked up or delivered as soon as the same day. With geo-specific capabilities to map a recipe’s ingredients to the products available at the closest Walmart location, the feature ensures that customers can access the exact items they need to whip together that tasty Tasty recipe. Picky eaters are also accommodated — customers can swap items within the Tasty app based on their preferences, be it price, brand, quantity, organic or other dietary preferences.

“Tasty’s mission is to make cooking and food more accessible, and with this new feature, we’re making it easier than ever for our audience to cook their favorite Tasty recipes. By partnering with Walmart and leveraging Northfork’s technology for Shoppable Recipes, we’re thrilled to be able to solve the pain point of grocery shopping,” said Ben Kaufman, BuzzFeed’s Chief Marketing Officer.

Grocery retailers can also include a customized recommendation system with meal kit recipes based on purchase preferences, lifestyle diets, allergies and budgets, delivering a truly personalized shopping experience. Northfork has already transformed grocery shopping in Europe and this partnership with Walmart and BuzzFeed marks their entrance into the U.S. market.