Peapod Teams with to Deliver Recipe Ingredients Straight to Home Chefs’ Doors

Smart shopping startup and leading internet grocer partnership matches online grocery shopping with favorite recipes

CHICAGO, USA — 31 May 2016 — Leading US online grocer Peapod has partnered with, a personalized cookbook and digital shopping platform, to seamlessly turn digital recipes into groceries delivered to customers. The partnership makes it simple for home chefs to select great recipes from around the web and then send all ingredients directly into Peapod’s online shopping cart. The Peapod alliance marks the first US retailer integration for UK-based Whisk, having successfully partnered with the UK’s largest online supermarkets Tesco, Waitrose, Ocado and ASDA.

Found the perfect lasagne recipe online? With a click on Whisk’s “Create a smart shopping list” button, recipe ingredients are instantly matched to Peapod products. Users can also swap products and add additional grocery items for delivery.

Whisk extracts ingredients from any website and maps them to Peapod’s online products, streamlining a shopper’s process from recipe sourcing to grocery delivery. Whisk’s intuitive shopping list helps users create and manage digital lists anytime, anywhere. Additionally, Whisk shopping lists can be emailed for collaboration.

“Peapod has always been about convenience, which is why we are pleased to partner with Whisk. This partnership makes the shopper journey from inspiration to doorstep delivery even more seamless for our customers,” said Carrie Bienkowski, Chief Marketing Officer, Peapod. “Whisk’s smart shopping list simplifies online shopping, allowing Peapod customers to choose recipes online and with a few clicks, upload all ingredients into their digital shopping cart.”

Minced garlic or garlic powder: How are all the recipe ingredients matched with the right store products?
Using Whisk’s unique Food Genome™, Whisk analyzes millions of recipes using Machine Learning algorithms to draw out the relationships between food properties like ingredients, recipes, and store-bought products.

“We have helped shoppers across the UK shop smarter and faster and are now delighted to announce our first US retail integration with Peapod,” commented Nick Holzherr, founder and CEO, “One of the most exciting innovations happening in the food-tech space is data-driven personalisation. Whisk ingests millions of recipes and hundreds of thousands of grocery store products, updated daily. Over time, as our algorithms learn more about individual’s preferences, we’ll be able to help people make ever-smarter choices through crunching data.”

Through its partnerships with recipe publishers and online grocers, Whisk seamlessly displays a “Create a Smart Shopping List” button alongside more than 300k global recipes, allowing people to quickly make a digital shopping list from any recipe. A list of integrated recipe publishers is available at Users can transfer these lists to online retailers or email and print lists to view them as they shop in store.

Home chefs can also use Whisk to create a personal cookbook of their favorite recipes, get tailored recipe recommendations and store shopping lists at


John Latchaw, [email protected]


Nick Holzherr, [email protected]