Pelican selected for UK launch of Swedish recipe-to-grocery-cart technology

Food and environment specialist Pelican has been appointed to handle the UK launch of Northfork, a Swedish personalised shop-by-recipe platform for grocery retailers.

​The Northfork platform integrates grocery retailers’ websites and apps with publishers’ recipes. It allows shoppers to automatically fill their online grocery cart based on selected recipes and up-to-the minute store stock, even combining products that are shared between recipes.

The technology is widely used by several Nordic retails and Northfork is now planning to launch in the UK following a recent expansion in the USA.

Pelican’s team will collaborate with Northfork offices in Sweden and the UK on brand and media strategy, including media relations and thought leadership programs.

With Northfork shoppers can select ingredients by a range of criteria such as price, organic certification and minimal food waste, and save shopping time through auto-population of grocery carts.

Grocery retailers benefit by providing their customers with a superior personalised shopping experience, whilst recipe publishers ensure their recipe content is shared with active shoppers.

This week Northfork revealed it is the technology behind the new Walmart and Buzzfeed Shoppable Recipes feature within the Tasty app. The new feature makes grocery shopping easier and saves time by enabling customers to add recipe ingredients featured in Tasty videos directly to their Walmart online grocery cart for pickup or delivery.

Michael Bennett, managing director of the Saddleworth-based independent marketing communications agency said: “Technology is rapidly transforming UK grocery shopping, it is estimated online grocery will grow by 60% to reach £19.8 billion in 2023. It’s great to be working with a client that is developing innovative approaches to enable online grocery to reach its full potential.”

Pelican Communications is a specialist in the environment & CSRfoodpackaging & logistics and trade association sectors and offers a range of services such as strategy, design,  content creation,  public relations and people development.

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