Food platform offers home chefs ingredients for online shopping

A new shoppable recipe tool is designed to ease the meal preparation process.

Innit, a connected hub aimed at food customers, is partnering with more than 30 U.S. retailers in a new e-commerce offering. Innit Personalized Shoppable Recipes allows customers to create a customizable meal kit consisting of ingredients based on their dietary preferences.

Users select a meal, customize it based on preferred proteins, vegetables, starches, and sauces, and Innit then turns the meal into a shopping list. Customers click “shop now” and the matching ingredients can be ordered for pickup or delivery from a local retailer of choice, including HEB, Instacart, Kroger, Safeway, Sprouts, Target, Walmart Grocery, and Wegmans.

Customers can also build a meal plan for the entire week, swap out products before checkout, compare prices, and delete any ingredients they already have. Once ingredients arrive, Innit provides step-by-step video guidance, and can also send automated cooking programs to multiple brands of connected appliances.

“We know that getting the right ingredients is one of the most time-consuming and challenging parts of cooking at home,” said Ankit Brahmbhatt, VP of product at Innit. “For people that want to cook more, but are short on time, Innit is the first platform that can automate every step of the meal journey, starting with getting the right ingredients that fit your needs and diet.”

Innit’s platform runs across mobile apps, smart home products, and connected appliances. The company says it offers geographical coverage for over 90% of the American population, and plans a rollout in European markets throughout 2019.

Regional grocery co-op ShopRite is partnering with digital recipe network Chicory in a similar omnichannel food shopping venture aimed at home chefs. ShopRite customers can directly populate ingredients from any of Chicory’s 3.6 million recipes into an online shopping cart. They then digitally complete their purchase or use their online cart as an in-store shopping list. ShopRite associates will personally select all food and items for online orders and customers can pick up their groceries at the store or have them delivered.