Amazon has forged yet another partnership in the grocery space. Allrecipes.com will now feature AmazonFresh as a retailer embedded within the site’s top recipes. This will enable consumers to purchase a recipe’s ingredients from Allrecipes.com and have them delivered the same day through AmazonFresh home grocery delivery service.
Allrecipes is the world’s largest digital food brand, with 80 million users worldwide and 1.5 billion annual visits. While Allrecipes has long incorporated grocery shopping functionality into its site, including geo-targeted grocery offers from retailers across the country, it is one of the first major food brands to collaborate with AmazonFresh in this capacity, enabling same-day home delivery of fresh, frozen and packaged recipe ingredients.
“We are proud to lead the way in food innovation for home cooks and for our brand partners,” said Jon Werther, Meredith National Media Group President. “Millions of busy, family-focused home cooks come to Allrecipes.com every day to discover and plan their meals. Our integration with Amazon will make it easier for millions of home cooks to order all of the ingredients needed for dinner that night or for a weekly meal plan – and have them delivered to their doorstep within hours. We’re providing an unparalleled level of convenience, and making it that much easier to turn the food inspiration our audience sees on Allrecipes into reality.”
Cooks who select AmazonFresh as their grocery retailer of choice have the option to send all of the ingredients and products required to prepare the Allrecipes recipe to an AmazonFresh shopping cart, which will also contain detailed product and pricing information. Allrecipes will curate the food brands selected for each recipe ingredient, and once on the AmazonFresh landing page, consumers can change any food brand in their cart as well as select their preferred delivery time.
At launch, AmazonFresh will be integrated into many of the highest-trafficked recipes on Allrecipes.com. Over time, Allrecipes will extend the reach of this enhanced e-commerce functionality into all possible recipes on Allrecipes.
This integration will extend Allrecipes’ leadership into e-commerce, which, for CPG companies, is the projected source of over 90% of sales’ growth over the next three years, according to Nielsen.
The average U.S. consumer makes 1.5 trips to the grocery store each week, spending 41 minutes per trip, or 53 hours over the course of an average year. Allrecipes cooks are 33% more likely to take advantage of online grocery services than home cooks who don’t visit Allrecipes.com, according to the brand’s October Holiday Cooking and Entertainment Survey.