Walmart Adds Shoppable ‘Tasty’ Recipes to Mobile App

Walmart and BuzzFeed’s Tasty, which bills itself as “the world’s largest social food network,” are expanding their existing partnership with mobile app-based shoppable recipes.

Customers will be able to add an entire list of ingredient list from Tasty’s cache of 4,000 videos directly to their Walmart online grocery carts, which can be ordered for pickup from more than 2,500 stores nationwide. The recipe ingredients can also be delivered directly to consumers' homes from more than 1,100 stores across the country. 

“Finding that perfect recipe, creating a grocery list and finally getting to the store can keep any chef out of the kitchen,” Janey Whiteside, Walmart’s chief customer officer, said in a release. The partnership, she continued, marks the creation of “a fun solution that feeds customers appetites to put time back in their busy schedules all while saving money with Walmart’s everyday low prices.” 

Users of the new Shoppable Recipes feature will be directed to Walmart’s grocery app or its e-commerce site, where they can view the contents of their cart, purchase the ingredients and schedule their groceries for curbside pickup or at-home delivery, including for same-day service.

The in-app feature—powered by the Northfork platform, which seamlessly integrates Walmart’s website and app with Tasty’s recipe content—is equipped with geo-specific capabilities to map a recipe’s ingredients to the products available at the closest Walmart store to ensure customers can access the exact items needed to create a Tasty dish. Customers can also swap items within the Tasty app based on their preference of price, brand, quantity and other dietary needs.

Photograph courtesy of Walmart

“From watching a mesmerizing Tasty video to cooking it in your own kitchen, the missing link is buying the ingredients,” said BuzzFeed Chief Marketing Officer Ben Kaufman. “More than two-thirds of our audience have made a Tasty recipe and 90% of American live within 10 miles of a Walmart store, so we’re excited to build upon our partnership with Walmart and provide a new feature that will solve the pain point of grocery shopping and make it even easier for our audience to cook their favorite Tasty recipes.”

The Shoppable Recipes feature is the latest addition to the Walmart-BuzzFeed alliance, which launched in March 2018 and includes a Tasty kitchenware line featuring nonstick cookware, high-quality bakeware, kitchen gadgets and accessories.

The partners are also planning to launch branded licensed products within other departments and categories, such as celebrations, dry grocery, deli and frozen meats.