Advertisement
03/16/2022

Instacart adds new recipe feature with Tasty and TikTok

The new Shoppable Recipes feature from Instacart will allow customers to buy ingredients for recipes created by online food influencers in-app.
Zachary Russell
Associate Editor
Zachary Russell profile picture

Leading grocery delivery service Instacart has launched a new feature to aid customers in finding new recipes using private label products. 

The services has announced Shoppable Recipes, a new product integration that will allow food creators to make their recipes shoppable on Instacart via strategic integrations on TikTok and Tasty, as well on Hearst Magazines' properties like Delish, Good Housekeeping and more. Shoppable Recipes leverages Instacart's expansive grocery catalog with real-time AI-driven modeling to find in-stock items and available shoppers to get them delivered quickly to customers.

Shoppable Recipes comes shortly after Instacart added three new features to its platform: live phone support, a safety toolkit and an in-app navigation feature.

"At Instacart, we're passionate about food and we're invested in unlocking that passion for others," said Asha Sharma, COO of Instacart. "By making popular recipes from destinations like TikTok and Hearst Magazines' Delish easily shoppable in a few taps, we're helping people put that passion into action by picking up a few items from their favorite local store so they can create exciting new meals. We're expanding our touchpoints beyond the weekly grocery shop or late-night cravings, and meeting people when food inspiration strikes and they want to discover new meals and cooking experiences.”

Image
Instacart Tasty

The new product comes to life via an embedded "See Recipe" button featured on recipe videos on TikTok and via a "Shop with Instacart" button on recipes on Hearst Magazines' food culture properties that adds all of the ingredients to their Instacart cart in just a few taps. Beginning today, select food creators on TikTok can start using Instacart's Shoppable Recipe functionality in their videos and earn payouts based on engagements and Instacart orders placed. Creators will be able to choose from recipes available on Tasty.co and other selected sites. Tasty will also be among the first creators with access to the functionality.

"With nearly 60 billion views of the hashtag #FoodTikTok, the food community on TikTok is massive and highly engaged, and we've seen creators build global audiences by sharing their favorite recipes with our users in unique and creative ways," said Isaac Bess, head of global distribution & product partnerships at TikTok. "Jumps allow creators to create a more engaging and dynamic experience for the community, and Instacart's new integration will help TikTok creators take their food content to the next level."

Shoppable Recipes on TikTok and Hearst Magazines' properties join Instacart's existing partnership with Hearst and other leading publishers that are focused on showcasing recipes in the "Recipes" tab of the Instacart App.

"We are keen to identify opportunities that enhance our audience experience and, with Instacart, we found just that," said Kristen O'Hara, chief business officer at Hearst Magazines. "With the convergence of content and commerce, we are moving towards a world where inspiration and action go hand in hand. Partnering with Instacart on Shoppable Recipes will allow our audiences to make recipes inspired by our content with the ingredients arriving at their door in a few taps. This will create new opportunities for our advertisers along the consumer journey."