How recipes become supermarket purchases in seconds
New one-click-to-cart solution launches in Germany
Food Influencers United (FIU) is now launching its "one-click-to-cart" solution for Recipes on the German market. The solution is already being used successfully in the Netherlands with brands such as Maggi, Iglo and Bonduelle. The scale-up presented its technology to an innovative audience in Germany for the first time at the OMR Festival 2025 in Hamburg. The first German partners include the well-known brands Rewe, Knorr and Kraft Heinz.
All ingredients in the online shopping basket with one click
Increasingly, inspiration for cooking is being found online, whether in food blogs or on the brands' own websites. The founders of FIU have developed a concept that links online recipes with food delivery services: By integrating the "Recipe to Basket" order button directly into the recipe context, the products put together can be added to the basket in seconds and ordered directly from the online supermarket. This creates a seamless path from scrolling to online shopping with just one click, which both saves time and avoids stress.
Bridge between content and conversion
In Germany alone, recipes generate over 4 billion page views per year, inspiring millions of people to search for recipe ideas every day. FIU's technology connects content and retail by converting recipe discoveries directly into filled shopping baskets.
As a hub in a growing ecosystem of food creators, recipe platforms, brands and retailers, FIU enables shoppable recipes across websites, influencer channels and brand platforms. FIU makes the moment of culinary inspiration measurable and usable for brands through strategic integration of products, high conversion rates and a simplified consumer journey.
At the OMR in Hamburg, FIU and food content creators initiated numerous collaborations to make a decisive contribution to user loyalty with authentic content. Together, the aim is to make digital food sales more emotional, simpler and more conversion-boosting.
Launch with Rewe, Knorr and Kraft Heinz
FIU has already gained its first well-known cooperation partners from the German food market for the launch. Rewe is on board as a retail partner. The Knorr (Unilever) and Kraft Heinz brands have been integrated into the first recipe pages.
Kees Meershoek, one of the three founders of Food Influencers United: "Food marketing in Germany is ready for change. After convincing conversion figures in the Netherlands, we are bringing our innovation to Germany. By placing our solution in recipes and reducing the buying process to one click, we deliver both brand relevance and measurable sales impact - crucial components of digital transformation. We are excited to be part of this journey with our partners. Together we can create better experiences for brands and consumers."
Alexander Mishutin, Media and Digital Manager Europe and Pacific Developed Markets at Kraft Heinz: "After measurable success in the Netherlands, the expansion to Germany with Food Influencers United was strategically imperative for Kraft Heinz. Their platform works precisely at the crucial moment of consumer inspiration, integrates our brands directly into recipes and enables shopping cart conversion with just one click - a direct link to purchase that traditional marketing cannot offer."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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