Instacart moves into ingredients


Instacart is taking a step beyond partnering with specific retailers to provide same-day grocery deliveries.

The online delivery platform is partnering with food-focused social network Allrecipes to deliver fresh ingredients from Allrecipes’ highest-rated, most popular recipes on-demand. With the click of a button, consumers can add all necessary ingredients from Allrecipes meals and have them delivered straight to their doorstep in as little as one hour.

“This partnership will allow people to search and pull up their favorite recipes on their devices and have everything needed to make that meal delivered to their doorstep on-demand," said Vishwa Chandra, Instacart's VP of retail accounts. "

As part of the integration, Allrecipes teams developed proprietary pairing algorithms that match wine, packaged sides, cleaning products, etc. to recipes. Allirecpes users can click-to-buy ingredients across all of their digital devices.

From Allrecipes, customers are seamlessly connected to Instacart where the ingredients for recipes they intend to prepare are matched with products to purchase from their favorite local stores, as well as their preferred delivery time. A trained Instacart personal shopper does the shopping and brings the groceries to the customer's door.