On-demand grocery delivery startup Instacart is joining forces with another online recipe source: Allrecipes.
Through the partnership, Allrecipes will feature a button that lets its 40 million monthly readers automatically order ingredients for top recipes to be delivered in under an hour. The new integration will be available across mobile and desktop devices.
This is the second recipe site that Instacart has partnered with for grocery delivery. The company teamed up with Yummly in January to provide a similar service.
The announcement reflects a growing interest among consumers in having fresh, easy-to-cook meals delivered straight to their home, complete with cooking instructions. It also allows Instacart to compete with startups like Blue Apron and Hello Fresh. These services provide a great starting point for first-time cooks, but offer a limited number of recipe options. With Instacart, Yummly and Allrecipes are likely looking to capitalize on people’s interest in branching out from basic cooking kits but still having ingredients delivered to their door.