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10th Jun 2014

Whisk.com, the award-winning online recipe and shopping list platform, has broadened its appeal in the FMCG market with the launch of WhiskAds, a unique service that allows food manufacturers to reach customers ahead of their rivals with carefully targeted online product placements.

Whisk is a smart shopping list tool that displays “Create Shopping List” capabilities on any recipe site. Currently available as an iPhone and Android app as well as a browser plug-in, Whisk works with the biggest names in recipe publishing, including Allrecipes, Food Network and The Telegraph, to link users with more than 250,000 recipes.

With one click, Whisk shopping lists are transferred into online supermarket carts with Ocado, Tesco, ASDA and Waitrose. Additionally, these tailored shopping lists are stored on Whisk.com and are viewable on a user’s mobile device, can be printed in a handy list or emailed by the user.

With the launch of WhiskAds, ads can now be inserted next to an ingredient in an online or offline shopping list, giving brands the opportunity to sponsor food and cooking-related items at the start of a user’s cooking journey. WhiskAds’ intelligent and persistent targeting influences shoppers’ product selection with adverts displayed alongside recipe ingredients, embedded in on and offline shopping lists and presented on printed or emailed shopping lists.

Whisk has already partnered with a number of leading brands, including Schwarz, Alpro, Unilever, Carnation, Homepride and Patak’s. The expanded WhiskAds platform builds brand exposure and loyalty by providing food manufacturers with exceptional exposure to showcase their product when an ingredient is listed in a recipe or when their product could be suitable as an accompaniment.

Nick Holzherr, CEO of Whisk, said: “WhiskAds makes something that FMCG brands currently do manually, on a few recipes with few visitors, simple, scalable and trackable. It gets their products in front of consumers at the earliest possible point in the shopping process.”

“With more than 16 million impressions of the Whisk button across an ever-growing catalogue of recipe sites, the potential for a brand and product to be at the fore, by connecting with frequently searched words and terms, is a very attractive proposition.”

“Baking recipes, for example, are extremely popular on Whisk and the majority of these recipes list generic ingredients like flour and butter. WhiskAds gives food manufacturers the ability to present an ad for a particular brand of flour or butter, offering a phenomenal opportunity to get in front of customers when they are making that crucial decision about which brand to buy.”

Stuart Renshaw, head of digital at McCormick EMEA, a global leader in flavour and owners of the Schwartz brand, added: “Whisk is a game-changer for food brands who want to connect with highly-engaged consumers and effortlessly link recipes to their weekly shop.”


Notes to editors:

Whisk.com is a smart shopping list tool that works seamlessly across recipe publishers and supermarkets. Whisk displays a “Create Shopping List” button on leading recipe sites, allowing users to quickly create a shopping list from any recipe. Users can then checkout with online supermarkets or access their Whisk shopping checklist on their mobile devices as they shop.

Whisk was launched in January 2013 and was founded by Nick Holzherr, who raised funding for the venture after pitching the business to Lord Sugar as a finalist on the 2012 BBC TV series The Apprentice.

Before Whisk, Nick founded two successful start-up companies after graduating with a 1st in International Business from Aston University. In 2011 he was named Birmingham Young Professional of the Year for entrepreneurship after being named Emerging Entrepreneur of the Year by Business Insider in 2010.

Whisk accolades include a Cisco British Innovation Gateway award, a Cisco BIG award, The Drum’s “One to Watch” honours, The Grocer’s “Top New Talent” award and the PPA Digital “Newcomer of the Year” award. Whisk has been featured in various leading publications including The Guardian, The Telegraph, BBC, Internet Retailing, Management Today, Food Manufacturer and The Next Web. Whisk is headquartered in Birmingham, United Kingdom. For more information, please visit www.whisk.com.

Through data driven optimisation and measurement, WhiskAds provide brands with insight into how products perform with individual recipes. WhiskAds provides highly-targeted, content-integrated advertising opportunities for brands, across high traffic recipe content. For more information on WhiskAds, visit https://whisk.com/advertisers.

For further press information contact:

Jennifer Edwards

Chief Marketing Officer, Whisk

+44 (0)7517 288088

[email protected]