Holzherr takes recipe app Whisk global
BIRMINGHAM online entrepreneur Nick Holzherr is to take his latest venture global.
His online recipe business – Whisk.com – is being rolled out to Canada, Australia, Mexico, Argentina, France, The Netherlands, Germany and Poland.
The company has backed the move by making its free, smart shopping list app available in all eight countries.
Holzherr, founder and CEO of Whisk, said: “The launch of Whisk in Canada, Australia, Mexico, Argentina, France, The Netherlands, Germany and Poland is a real milestone in our journey and marks our continued international expansion. We are thrilled that home cooks around the world will now easily convert recipes into accessible digital shopping lists that save time and are incredibly useful.
“In the coming months, we will continue to extend our international partnerships to enable shoppers to turn their shopping lists into online grocery baskets and get their groceries delivered to their door.”
Also, following demand from international cooks and grocery shoppers, Whisk is also rolling out French (France and Québéc), Spanish (Mexico and Argentina), German and Dutch versions of its service in collaboration with the Allrecipes websites – the world’s largest digital food brand. The sites receive more than one billion annual visits to their 19 local recipe sites serving 24 countries in 12 languages.
Local editions of Whisk’s free iPhone and Android shopping list apps have also been rolled out in the six languages.
By using the app, Whisk turns any recipe into a digital shopping list that can be viewed on mobile devices — giving users access to their lists wherever they are.
The company intends to capitalise on the trend for home cooking by offering people access to a much wider shopping list. Global users will be able to access a vast and varied catalogue of user-rated recipes and create digital shopping lists that can be saved, shared, printed and accessed on mobile devices anywhere.
In doing so, Whisk’s “Create a Smart Shopping List” button now appears alongside more than 300,000 recipes worldwide.
With this international expansion, Whisk is also broadening its appeal in Fast Moving Consumer Goods (FMCG) and Consumer Packaged Goods (CPG) markets with the availability of WhiskAds, a platform offering food manufacturers and brands the chance to advertise their products to Whisk users.
Patricia Lee Smith, Vice President, Allrecipes International, said: “Nick Holzherr and the Whisk team have brought some truly innovative solutions to market.
“As the world’s largest digital recipe brand, Allrecipes is pleased to partner with Whisk to provide home cooks with practical solutions for everyday meals, and to enable brands to engage with consumers throughout the path to purchase.”
Following the launch, Whisk will integrate with online retailers, enabling shoppers to send recipe ingredients straight into online shopping carts. The service is currently available to UK shoppers, who upload shopping lists to online grocery carts at Ocado, Tesco, ASDA and Waitrose.
