In its push toward the connected home.
Whirlpool Corporation has agreed to acquire US-based digital recipe platform, Yummly, as it strengthens its leadership in the connected kitchen space. Founded in 2009, Yummly provides personalised recipes and cooking resources to more than 20 million registered users.
Whirlpool vice president of integrated business units, Brett Dibkey said, “We are committed to introducing new products to market that remove complexity from the day-to-day lives of consumers. Increasingly, these products will be defined by both physical and digital experiences. Yummly brings an outstanding platform on which to begin building our digital product offering.”
As a wholly-owned subsidiary, Yummly will continue to operate out of its headquarters in Redwood City, California.
Yummly CEO Brian Witlin added, “We are extremely excited about the opportunities and innovations we can create with Whirlpool Corporation. Whirlpool’s purposeful and consumer-centric approach to innovation aligns perfectly with what we do, who we are, and what we seek to create for consumers as the kitchen becomes ever-more digitally connected.”
The transaction is subject to certain closing conditions and is expected to be finalised in May 2017.