Ecommerce business Whisks up growth through European acquisition

Nick Holzherr

Whisk, whose founder Nick Holzherr once featured on the Apprentice, has acquired Avocando, a German based competitor, in a strategic move of some significance in the growing grocery e-commerce sector.

Whisk is a web and mobile app that combines recipes and online shopping using artificial intelligence that allows users to purchase the ingredients for recipes in a few seconds.

Partnering with some of the world’s biggest grocery retailers, Whisk works with the leading recipe publishers, and is seen by around 50m people on over 500,000 recipes every month.

Its AI platform, and huge quantities of behavioural data, then connect the recipe publishers to the big grocery retailers.

Avocando performs a similar function to Whisk in its core operation, but its focus has been on the European market, while Whisk has concentrated its efforts on the UK, US and Australia.

The combined business will enjoy a much bigger reach and have access to Whisk’s AI capabilities.

Nick Holzherr said: “We are delighted to build on a strong year of growth with this deal. With grocery e-commerce in Europe accelerating, it makes a lot of sense for both Whisk and Avocando customers”.

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