Ryan Lawler

6 September 2020

4 min read

Whisk is on a mission to deliver a more enjoyable planning-to-plate experience by helping consumers to discover new recipes, simplify grocery shopping, and make smarter food choices.

By joining Samsung Next’s product group, the Whisk team has been able to accelerate consumer adoption, turbocharge its product roadmap, and establish meaningful collaborations with Samsung business units and partners.

A better way to plan, shop, and eat

When Samsung acquired Whisk, the team was already helping publishers, retailers, and consumer packaged goods (CPG) companies to create smart, integrated digital food experiences.

Whisk had already teamed up with some of the biggest food retailers, consumer brands, recipe publishers, and smart device manufacturers to minimize consumer challenges, personalize food experiences, and create data-driven interactions for brands.

To extend its capabilities further, Samsung Next was determined to enhance Whisk’s consumer touchpoints. The driving force behind all of this is Next’s belief that the smart combination of hardware with software is essential to delivering meaningful experiences to consumers.

Turbocharging development and adoption

Since joining Samsung NEXT, Whisk has been able to expand its user base, accelerate product development and introduce new consumer-centric features. By providing access to Next’s highly experienced product team, giving it the resources to expand from 30 to more than 100 employees, and working to integrate its technology into Samsung hardware, we were able to dramatically impact Whisk’s growth trajectory.

Six months after acquisition, Whisk relaunched its consumer apps and made them available across desktop and mobile devices, as well as through popular voice assistants. The apps allow consumers to better organize their recipe collections from any device, and create shopping lists that can be delivered from multiple online grocery services.

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Not long after that, Whisk’s FoodAI technology was integrated into Samsung Family Hub refrigerators. Combined with the Family Hub’s View Inside feature, the AI-powered image recognition helps consumers understand what food they have in their fridge and helps create a curated feed of recipes that incorporate those ingredients.

Most recently, the team introduced Whisk Communities to expand how users can discover and share recipes with others. The new feature enables consumers to find recipes based on their diet, schedule, or favorite appliances.

“Our mission is to help transform Samsung through software and services innovation,” explained Nick Holzherr, Whisk’s founder and now Head of Product for the product at Samsung Next. “Together with Samsung’s hardware teams, we will be focusing on delivering seamless digital food experiences that open new ways for users to connect digital experiences to hardware, leveraging Samsung’s global scale.”

“Together with Samsung’s hardware teams, we will be focusing on delivering seamless digital food experiences that open new ways for users to connect digital experiences to hardware, leveraging Samsung’s global scale.”

Increased speed of product development has been met with an equally impressive growth in customer downloads and usage. Whisk users now create more than one million shopping lists per month, which is roughly double the amount prior to acquisition.

By helping minimize the disconnect that once existed when searching online for a new or healthier meal, Whisk makes it easier to discover and experiment in the kitchen. Six months after its relaunch, Whisk has seen a 25 percent increase in the number of recipes viewed and a 33 percent increase in the average number of items checked off a shopping list.

More to come

Whisk made vast strides in its first year as a part of the Samsung Next product group, but there is much more to come. As Whisk continues to build out its deep learning and natural language processing tools, it will enable new revenue streams for publishers and brands while providing more meaningful connections with consumers.

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