Whisk

Whisk operates as a food technology platform that intelligently connects recipe content to grocery shopping, evolving from a consumer-facing application to a robust business-to-business data service. The company was founded in 2012 by Nick Holzherr, who, after appearing on the UK's version of The Apprentice, set out to solve the disconnect between recipe inspiration and food purchase. The initial product was an app that could turn any digital recipe into a shoppable list.

The business model shifted to focus on the B2B market, where the company's true value was unlocked. Whisk began offering its technology to major recipe publishers, CPG brands, grocery retailers, and IoT companies, providing them with a platform to make their own digital food content shoppable and more engaging for consumers. Revenue was generated through these partnerships, leveraging the vast amounts of food and behavioral data the platform processed. The technology uses artificial intelligence to understand ingredients, their relationships, nutritional value, and availability at various retailers.

A significant milestone occurred in March 2019 when Whisk was acquired by Samsung NEXT, the software and innovation division of Samsung. This acquisition integrated Whisk's team and technology into Samsung's ecosystem, aiming to create seamless digital food experiences across Samsung's range of smart devices, from smartphones to home appliances. Following the acquisition, the technology developed by Whisk has become the core of the Samsung Food platform.

Keywords: food technology, recipe platform, shoppable recipes, grocery technology, food data, recipe API, digital food, CPG brands, grocery retail, menu planning, shopping list app, Nick Holzherr, Samsung NEXT, smart kitchen, connected appliances, food AI, ingredient analysis, B2B data services, retail technology, consumer data