Allrecipes has announced a new digital innovation as the exclusive food category partner of the Scan feature within Snapchat, to be made available later this year. The new offering enables home cooks to access Allrecipes recipes based on ingredients captured in the Snapchat camera, so they can create a variety of dishes with food already in their kitchens or shopping carts.
“Allrecipes provides home cooks with the tools, information and inspiration they need to create meals they love with ease. This innovative and fun augmented reality feature takes that experience to an entirely new level,” said Alicia Cervini, VP, Strategic Partnerships at Meredith Corporation.
“It’s exciting to bring Allrecipes in to the Snapchat camera, encouraging the next generation of cooks to explore a wide variety of recipes and be even more creative in the kitchen.”
With Scan, Snapchatters can search through millions of Lenses in the fastest and easiest way possible with the Snapchat camera. Scan makes it simple to find Lenses from creators and partners, giving Snapchatters the power to identify hundreds of dog breeds, thousands of plants and trees, millions of songs and products.
Soon, Allrecipes will serve up recipes to match any of the thousands of ingredients and dishes that the Snapchat camera can recognise.
Allrecipes is the latest Meredith brand to cultivate a presence on Snapchat. PEOPLE has been a longtime audience favourite on Snapchat Discover, and Southern Living recently completed the first season of its new Discover show Hey Y’all, which has been renewed for season two.
Meredith Digital President Alysia Borsia said, “Our brands have seen tremendous engagement with Snapchat and this partnership speaks to our commitment to providing exciting new experiences for our audiences on this platform. As we continue to lean into our social channels, we’re thrilled that Allrecipes is the exclusive brand powering the food category within Snapchat’s Scan feature.”