Sainsbury’s introduces recipe for easy shopping

Britain’s second-largest supermarket retailer is providing customers with smart, recipe-based shopping lists.

Sainsbury’s is partnering with Whisk, a smart food platform which was purchased by Samsung Next in 2019. As a result, customers can turn any recipe from Whisk’s network of publishers, brands and apps - including the U.K.’s largest recipe sites, into a smart shopping list and instantly purchase items for click-and-collect or online delivery.

As part of the collaboration, Sainsbury’s is supporting the daily store inventory feed across its stores with Whisk Food Genome, an artificial intelligence solution that ensures a recipe's ingredients are matched with the correct and currently available products at each store.

Sainsbury’s customers now have access to the entire Whisk ecosystem, including recipes from recipe publishers, CPG brands, and the full app experience that is also accessible from Samsung Family Hub refrigerators. The retailer is introducing Whisk in the wake of click-and-collect grocery sales rising more than 7% in Q3 2020, as consumers increasingly eat at home due to COVID-19 restrictions.

A number of major U.S. grocery retailers also partner with Whisk for smart, recipe-based shopping, including Kroger, Walmart, Amazon Fresh, and Ahold Delhaize, as well as the Instacart on-demand delivery service.

“Customers are increasingly choosing to do their grocery shopping and find recipes online,” said James Leech, head of product at Sainsbury’s. “They need to find their favorite foods quickly and conveniently; and this new partnership with Whisk will help inspire shoppers with a huge range of recipe ideas and make it even simpler for them to add to their bag and buy.” 

Sainsbury’s has over 600 supermarkets and over 800 convenience stores in the U.K., as well as its Argos e-commerce platform.