Walmart, Buzzfeed partner over food

If binge watching Tasty videos is making you hungry, Walmart has you covered.

The world’s largest retailer has stirred up a new way to shop for groceries, letting customers purchase ingredients featured in 4,000 Buzzfeed Tasty videos with one click, Walmart announced Tuesday.

Want to make the perfect chocolate chip cookie or mozzarella-stuffed slow cooker meatballs? Easy-peasy. The new “shoppable recipes” partnership allows customers watching videos on the Tasty app to add the ingredient lists to Walmart Online Grocery carts. Users are then directed to the Walmart Grocery app or desktop site to place orders and schedule pickup or delivery.

The move is designed to appeal to tech-savvy younger shoppers who are demanding value and convenience. Retailers are searching for creative ways to link online shoppers with brick-and-mortar stores. Macy’s and J.C. Penney are bringing the thrill of thrifting to a department store near you with ThredUp partnerships.

Tasty bills itself as the “world’s largest food network” at Tasty.co. The cooking and recipe franchise has become a content juggernaut for Buzzfeed. The Buzzfeed Tasty page on Facebook has more than 100 million followers. The free Tasty app, for iOS and Android allows users to easily save and organize recipes, which is difficult on Facebook.

The online transactions work using a Northfork platform that integrates Walmart’s online sites with Tasty’s content. Geo-location allows Walmart to match the recipe’s ingredients to the products available at the closest store. Customers can edit items in carts based on price, brand or dietary preferences.

“Finding that perfect recipe, creating a grocery list and finally getting to the store can keep any chef out of the kitchen,” said Janey Whiteside, Walmart’s chief customer officer, in a news release. “We’re excited to create 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.”

The new shopping experience is part of Walmart’s deepening relationship with Tasty. In March, Walmart added a line of Tasty kitchenware products to stores and also plans to soon stock Tasty licensed groceries, including deli, dry goods and frozen meats, according to the release.