FreshDirect And Foodily Join Forces To Launch Popcart

NEW YORK and SAN FRANCISCO, Aug. 5, 2014 /PRNewswire/ -- Leading online fresh food grocer FreshDirect and Foodily, the world's largest social recipe network, announced today the launch of Popcart, the first web technology in the U.S. that instantly turns any online recipe into deliverable groceries. Developed and powered by Foodily, Popcart allows consumers to browse any recipe – across more than 150+ million food websites and blogs – and seamlessly integrates the ingredients right into a shopping cart. FreshDirect is the first food business to launch this new technology.

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Shopping recipes through this experience is simple:

• Download the Popcart bookmarklet
• Highlight ingredients from any online recipe and "Popcart it"
• Customize the order to your dietary needs and preferences
• Check out and FreshDirect will deliver the order right to your door as early as the next day

"The web is the number one resource for home cooks, but when you go from online to browsing to in-store shopping, buying the ingredients can take hours and be a deterrent to getting dinner on the table," said Andrea Cutright, Chief Executive Officer of Foodily. "Popcart removes the friction from shopping for recipes, making meal planning more efficient than ever before." 

Popcart addresses consumers' top routines, desires and challenges around preparing and shopping for food:

• Eighty percent of home cooks find recipes online (Allrecipes Measuring Cup Reports, 2014)
• Seventy-five percent of consumers prepare most of the food their family eats from scratch (FreshDirect Insights, 2014)
• In the past 10 years, the number of consumers that say shopping for ingredients is the hardest part about getting dinner on the table grew by 24 percent (Allrecipes Measuring Cup Reports, 2012)

"FreshDirect is always looking to innovate and make shopping for food easier," said Jodi Kahn, Chief Consumer Officer, FreshDirect. "Popcart for FreshDirect enables customers to have a new way to shop the recipes they love and cook with the freshest ingredients from FreshDirect. We're thrilled to partner with Foodily to bring this new tool to FreshDirect customers and all who cook at home. This technology takes consumers from inspiration to preparation."

Popcart for FreshDirect is currently available in FreshDirect service areas: Greater New York, New Jersey, Connecticut metro areas and greater Philadelphia, Pennsylvania area, including Delaware. 

About FreshDirect
FreshDirect is a leading online fresh food grocer in the U.S., delivering premium quality fresh-from-the-farm foods and brand-name groceries directly to the doors of customers in the greater New York, New Jersey, Connecticut metro areas and greater Philadelphia, Pennsylvania area, including Delaware. With unique relationships with suppliers and farmers around the world, FreshDirect focuses on providing customers with the best-tasting, freshest, top quality foods and meals. Additionally, FreshDirect's research, development and production facility creates and innovates the more than one thousand unique meals and baked goods produced in house daily by a team of chefs. FreshDirect aspires to be a valued corporate partner in all communities in which it serves, and works extensively with multiple charitable and community partners.

For more information, visit www.freshdirect.com. Follow FreshDirect on Twitter: @freshdirect, Facebook: facebook.com/FreshDirect, and Instagram.

About Foodily
Foodily is the only recipe network informed by friends and popular tastemakers. Foodily gives people a single place to discover, compare, and shop millions of recipes. Use Foodily to follow friends and food experts who inspire you, get a constant feed of popular recipes to cook, and purchase the ingredients for the recipes you discover. Foodily is driven by a super-charged team of structured data and personalized index experts that power well-designed food experiences for FreshDirect, McCormick Spices, AmazonFresh, and many more. The company is based in San Francisco and is backed by leading venture capital firm Index Ventures. Visit www.foodily.com and get cooking!

SOURCE FreshDirect