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Brief Published: 15 Aug 2017

BuzzFeed’s Bluetooth Cooktop


American media giant BuzzFeed has launched an electronic cooktop designed to be used alongside its viral food video series Tasty.

Created by BuzzFeed's e-commerce branch BuzzFeed Product Lab, the Tasty One Top connects via Bluetooth to a new Tasty app. The cooktop syncs with the app's step-by-step instructions and features built-in sensors that let individuals know when it's time to add the next ingredient, flip the meat, or stir the pot. It also turns the temperature up or down according to the recipe.

The Tasty app breaks the recipes down into easy-to-follow gifs and sends push notifications when it's time to follow the next instruction.

BuzzFeed also launched a cookbook earlier this year, which could be fully customised according to personal preferences during the ordering process online.

These initiatives demonstrate how online companies are stretching their remits beyond digital platforms to physically connect with consumer audiences. For more on this idea, see Brand Stretch: Elastic Food & Drink Development.

Meanwhile, food content (see The Food Content Boom) has flooded the digital media landscape, spurring a widespread foodie culture among aspiring home cooks. See Activating At-Home Foodies, part of our Kitchen of the Future Industry Trend, for more on how brands are encouraging enthusiastic at-home cooks to create exciting dishes using intuitive and supportive kitchen tech.