HelloFresh has launched an AI-powered feature on its app which allows users to share any video from TikTok, Instagram, YouTube or external websites to create a recipe of the content.
The AI “instantly extracts the information to create a structured recipe with step-by-step instructions that mirror HelloFresh’s own intuitive cooking guides, complete with an organised ingredient list”, the recipe box brand said.
The new ‘cookbook’ feature also digitises physical media, meaning users can photograph handwritten recipe cards, family notebooks or magazine clippings for them to be converted into “the same structured, searchable format”.
Since its quiet launch a few weeks ago, more than a million recipes have been saved globally, HelloFresh said.
Significantly, the feature is available to non-subscribers and an effort by the brand to turn its “proprietary digital tools into a free, universal utility for any home cook… regardless of whether they buy a meal kit”.
“HelloFresh has become the world’s most trusted home-cooking platform – delivering fresh ingredients, expertly crafted recipes, and the confidence to cook well, week after week,” said Philip Doran, CEO of HelloFresh UK & Ireland.
“Almost 15 years of delivering millions of meals has given us the world’s largest proprietary recipe database and unparalleled insight into what people genuinely love to cook and eat. That foundation is what makes the Cookbook uniquely powerful – a natural extension of our meal kit service, and the basis for our vision of one seamless platform, from the first scroll of inspiration to the moment you plate your meal.”
A new ‘discover’ tab has also been launched which “utilises the same advanced personalisation engine that powers HelloFresh’s weekly meal recommendations” for both subscribers and non-subscribers.
The tab also allows home chefs to publish and share their recipes.
“Over time, ‘discover’ will evolve into a fully personalised discovery engine, learning individual preferences to serve up ideas that feel handpicked,” HelloFresh said.
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