Kroger joins the Whisk Ecosystem platform

Now shopping for recipes at your nearest Kroger has become a whole lot easier.

It was just announced the retailer has joined the Whisk Ecosystem platform, which is part of the Samsung Next Food technology roster.

As part of the platform, consumers are now able to create any recipe from the platform’s network of publishers, brands and apps and instantly purchase for pickup or delivery the items they need from the Kroger family of stores.

“Kroger is always innovating to help make our customers’ lives easier and influence the path to purchase,” Jody Kalmbach, Kroger’s group vice president of product experience said. “The Whisk partnership is a new part of our seamless experience to help meet our customers’ evolving needs, especially as more households are cooking at home and searching online for recipe inspiration. Whisk supports a frictionless customer experience through premium integration and precise product matching, which is key as we continue to expand our digital ecosystem and adapt to our customers’ changing shopping styles.”

The recipe to shopping cart experience is powered by Whisk’s Food Genome, which uses artificial intelligence to ensure the recipe’s ingredients are matched with the correct and available products at each Kroger store, the company said.

“As more retailers strengthen their e-commerce strategy to adapt to changing consumer preferences and expectations, we’re excited to grow the Whisk ecosystem and bring Kroger, the largest grocer in the U.S., to all the users on our existing recipe and hardware integrations,” Nick Holzherr, head of Whisk said. “Users in 35 states can now access fresh and affordable Kroger groceries conveniently from the buttons we power on published recipes from any app or website.”