Tech giant Whisk’s up deal for Apprentice star’s food business

Nick Holzherr

Tech giant Samsung has bought Whisk.com, the Birmingham-based online food business co-founded by The Apprentice finalist Nick Holzherr.

Whisk.com is behind smart and shoppable food experiences for some of the world’s largest food retailers, publishers and brands.

The business has doubled in the last year and now employs 32 people, working with brands including Tesco, Walmart, BBC, Kraft and Heinz.

It has 500m annual widget impressions as consumers access the shopping lists integrated across 2m recipes.

Whisk was launched in January 2013 with funding raised after Holzherr pitched the business to Lord Sugar as a finalist on the 2012 BBC TV series The Apprentice.

Whisk has been working with Samsung since 2016 and will now become part of Samsung NEXT’s Product team. The value of the deal has not been disclosed.

The entire Whisk team will remain as part of the deal, which will see investment in key areas to support and grow partnerships with publishers, retailers, IoT companies, and digital health providers.

Whisk was advised by law firm Higgs & Sons, with the deal team lead by corporate partner Jamie Partington.

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