FreshDirect technology turns recipes into groceries

FreshDirect announced new Web technology that instantly turns any online recipe into deliverable groceries.

The online food grocer partnered with Foodily, a social recipe network, to create Popcart. Popcart allows shoppers to browse any recipe—from more than 150 million food websites and blogs—and integrate the ingredients instantly into an online shopping cart.

"The Web is the number one resource for home cooks, but when you go from online to browsing to in-store shopping, buying the ingredients can take hours and be a deterrent to getting dinner on the table," said Andrea Cutright, CEO, Foodily. "Popcart removes the friction from shopping for recipes, making meal planning more efficient than ever before." 

Shoppers begin by downloading the Popcart bookmarklet. Then, they highlight ingredients from any recipe and "Popcart it." The order can then be customized to any dietary needs and preferences before the shopper goes to checkout and has the order delivered.

"FreshDirect is always looking to innovate and make shopping for food easier," said Jodi Kahn, chief consumer officer, FreshDirect. "Popcart for FreshDirect enables customers to have a new way to shop the recipes they love and cook with the freshest ingredients from FreshDirect. We're thrilled to partner with Foodily to bring this new tool to FreshDirect customers and all who cook at home. This technology takes consumers from inspiration to preparation."

Popcart is available in all FreshDirect service areas, which include greater New York; New Jersey; Connecticut metro areas; the greater Philadelphia, Pennsylvania area; and Delaware.

A recent survey by Fluid ranked FreshDirect the best online grocery service due to its highly praised customer service.

For more:
-See this Fresh Direct press release

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