US grocery website FreshDirect has partnered with recipe network Foodily to launch Popcart, a new tool that allows users to shop directly from more than 150 million food websites and blogs.
To use the service, consumers simply download the 'Popcart It' button and add it to the bookmarks bar on their web browser. They can then highlight ingredients from any recipe online and click 'Popcart It', in a similar way to Pinterest's 'Pin It' button. All items are then automatically added to their FreshDirect shopping cart, where they can be customised or swapped for other ingredients and then ordered.
The tool is currently only available in US cities where FreshDirect operates, including New York, New Jersey, and some areas in Connecticut and Pennsylvania, but may expand as the delivery service grows.
Another inventive service is Dutch app Koken met Aanbiedingen (Cooking with Offers), which lists recipes that contain ingredients that are on offer or reduced in major supermarkets in the Netherlands that day. For more on the way in which the climate of economic austerity is fuelling responsive tech, retail and dining models, see Rebranding Budget.
Around 20% of UK adults now do all or most of their grocery shopping online, according to market research firm Mintel. As competitive players like Amazon Fresh and Google Shopping Express enter the online grocery marketplace, new and existing operators are introducing innovative services. For further insight, see Grocery E-Commerce. For more on the digitisation of home cooking, see Tech Recipes and Intelligent Food.