Whisk and Foodity Both Raise Funds to Link Recipes to Grocery Stores
30th June 2012
It’s been an interesting day for a developing market which seems so utterly niche as to be untrue. There really are startups out there linking recipes to supermarket so you can just buy the food you need to make the dishes. Niche, but potentially quite powerful. Two start-ups announced funding today in the UK. Whisk, a startup produced by a minor UK TV celebrity, has raised £170,000 for a product that has yet to launch, while Foodity has secured over £300,000 seed funding for a platform that’s already being traded on and has customers after bootstrapping for two years.
Foodity produces an e-commerce toolkit for recipe publishers on all platforms that lets consumers buy recipe ingredients at major online grocers in the UK, Europe and the US; plus a data platform and an advertising/analytics module. The startup already has Premier Foods, (the UK’s biggest food manufacturer) as a customer and a number of big grocery retailers, as yet unannounced.