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Brief Published: 3 Dec 2019

Buzzfeed & LG Launch Cookie Subscription Service

LG x Buzzfeed

US media giant Buzzfeed’s food and drink division Tasty (see Activating At-Home Foodies) and South Korean electronics company LG have partnered to offer consumers a cookie-kit subscription service.

The quarterly LG/Tasty Cookie Club kits include portioned organic ingredients, step-by-step recipes and new baking tools in each pack, like branded spatulas, wooden spoons and cookie-dough scoops.

The kits are themed around the four seasons: Pumpkin Spice & Everything Nice (autumn), The Ultimate Mini Gingerbread House (winter), Wildberry Unicorn Pinwheel (spring), and Everything But the Oven Chocolate Chip (summer).

All recipes are designed to be cooked in LG ovens equipped with patented Probake Convection for optimal heat circulation. Customers who purchase qualifying LG ovens in November and December will receive a complimentary 12-month Cookie Club subscription. It usually costs $29.99 per kit, or $119.96 for a four-box subscription.

Buzzfeed and LG will also be launching a series of instructional branded recipe videos as part of the collaboration.

It’s the latest in a series of real-world food-related launches from Buzzfeed, which has previously launched a cooktop, a customisable cookbook and a range of utensils (in partnership with US supermarket chain Walmart).

This new service will appeal to time-pressed millennials and Gen Zers, who are known for their sweet tooth and are increasingly seeking a helping hand in the kitchen (see The Shapeshifting Kitchen).

For more on food delivery developments and indulgent snacking, see Supermarket of the Future: Hero Products & Supercharged Service and Top Five New-Luxe Snacking Trends.