Whisk platform adds recipe-based product promotion tool

Dan Ochwat
Executive Editor
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Content platform Whisk has built a new tool for retailers of own brands and national CPGs to leverage products inside recipes, making the products more discoverable in recipes and using recipe content to connect with loyalty programs and personalized recommendations.

The service is Whisk’s Recipe Content Management Platform and it uses machine learning to systematically structure, promote and organize recipe databases through automated tagging and nutritional information. 

“Whisk’s vision is to help businesses meet consumers where they find their food inspiration and bridge the gap from inspiration to action,” said head of Whisk, Nick Holzherr. “The Whisk Recipe Content Platform makes it super simple to create and manage recipe content and then use that content to power digital recipe experiences anywhere. When combined with the Whisk Shopping Platform, the Whisk for Business offering helps brands and grocers create recipe content, easily integrate recipes into their digital marketing programs, and make that content shoppable."

The company said the platform is built specifically for regional and global brands, grocers and their marketing teams, content teams and nutrition teams looking to benefit from recipe content. By automating the enrichment of recipes with labels and nutritional information, content teams can do things like build meal planners, recipe collections and nutrition and dietary guides.

Whisk’s Food Genome platform tags recipes based on ingredients, measurements, quantities, instructions, meal type, dietary fit and cuisine — all done automatically and to be searchable for both SEO purposes as well as for content producers. This also powers Whisk’s advanced recommendation engine, which can take context and user preferences and produce personalized recipe recommendations.

The recipe platform can also be combined with Whisk’s Shopping Platform, enabling brands and retailers to make content shoppable through its more than 35 retailer partners, integrating ingredient matching and inventory visibility into online shopping carts.

Connecting with that shopping platform also provides retailers enhanced insights into that customer journey to that “add to cart” moment. San Francisco-based Whisk began in 2012 and was acquired by Samsung Next in March 2019.