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Instacart becomes the default ingredients-buying app for Food Network’s websites

TechCrunch TechCrunch 2/06/2016 Sarah Perez

Instacart this morning announced a new partnership with Food Network, which will see the grocery delivery service’s technology integrated across the network’s sizable websites, FoodNetwork.com and Food.com, which today include over half a million recipes. This will allow users who are browsing recipes online to click a button to add ingredients they need to their Instacart shopping cart.

You’ll be able to find the new feature on the Recipe Box and Grocery List section on Food Network’s websites, FoodNetwork.com and Food.com, the company says. (You can see it in action on these sample recipes here:  4-Ingredient Peaches and Cream PieFresh Corn and Tomato Salad and Grilled Whole Porchetta-Style Chicken).

After adding the ingredients to your Instacart cart at your preferred store, you can select a delivery time, and then the Instacart shopper does the rest – just like using the Instacart service or app itself.

This is now one of several website integrations that Instacart has announced – a tribute to its ability to establish partnerships that allow it to expand its reach across the web as the default on-demand grocery delivery option for recipe sites, despite competition from rivals like Google Express, Amazon’s Prime Now, Peapod, and Shipt, for example.

Instacart had before announced integrations with AllRecipes.com and Yummly’s app in similar deals. Yummly had over 15 million users as of last year, to give you a sense of scale for its integration. And AllRecipes.com is one of the web’s largest networks dedicated to food, wth 1.3 billion visits per month from home cooks.

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To put Food Network into comparison with these prior deals, the network, website and magazine it runs reach over 100 million U.S. households, but its web properties have a smaller audience of up to 35 million unique web users monthly. That means AllRecipes.com is the biggest win to date, but Food Network is still a notable addition to Instacart’s lineup of integration partners.

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