Allrecipes.com launches integration with AmazonFresh

The new feature will enable home cooks click to purchase a recipe’s ingredients and have them delivered the same day through AmazonFresh home grocery delivery service.

Allrecipes reaches 80 million users worldwide and 1.5 billion annual visits. While Allrecipes has long incorporated grocery shopping functionality into its site, including geo-targeted grocery offers from retailers across the country, the introduction of AmazonFresh as a featured retailer represents the next major innovation designed to help home cooks discover and prepare meals with ease. Allrecipes is one of the first major food brands to collaborate with AmazonFresh in this capacity, enabling same-day home delivery of recipe ingredients including fresh meat, fruits and vegetables, in addition to frozen and packaged food items.

Cooks who select AmazonFresh as their grocery retailer of choice have the option to send all of the ingredients and products required to prepare the Allrecipes recipe to an AmazonFresh shopping cart, which will also contain detailed product and pricing information. Allrecipes will curate the food brands selected for each recipe ingredient, and once on the AmazonFresh landing page, consumers can change any food brand in their cart as well as select their preferred delivery time – as early as the same day or next morning. Allrecipes’ shopper marketing capabilities already are a proven leader in driving consumers into stores to purchase, and for the first time this integration will extend Allrecipes’ leadership into ecommerce, which, for CPG companies, is the projected source of over 90 per cent of sales’ growth over the next three years, according to Nielsen.

At launch, AmazonFresh will be integrated into many of the highest-trafficked recipes on Allrecipes.com. Over time, Allrecipes will extend the reach of this enhanced eCommerce functionality into all possible recipes on Allrecipes.

“We are proud to lead the way in food innovation for home cooks and for our brand partners,” said Jon Werther, Meredith National Media group president. “Millions of busy, family-focused home cooks come to Allrecipes.com every day to discover and plan their meals. Our integration with Amazon will make it it easier for millions of home cooks to order all of the ingredients needed for dinner that night or for a weekly meal plan – and have them delivered to their doorstep within hours. We’re providing an unparalleled level of convenience, and making it that much easier to turn the food inspiration our audience sees on Allrecipes into reality.”

The average U.S. consumer makes 1.5 trips to the grocery store each week, spending 41 minutes per trip, or 53 hours over the course of an average year. In addition to helping home cooks save time grocery shopping, this partnership also addresses the shopping trends emerging within the Allrecipes audience: Allrecipes cooks are 33 per cent more likely to take advantage of online grocery services than home cooks who don’t visit Allrecipes.com, according to the brand’s October Holiday Cooking and Entertainment Survey.

Meredtih Corp is a member of FIPP.

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