Grocery and Meal-Planning Platform eMeals Acquires RecipeBox

EMeals, a meal-planning and grocery platform, has purchased RecipeBox, an app which lets consumers save and organize recipes for easier access, Progressive Grocer reported Monday (April 11).

While eMeals will maintain RecipeBox as its own brand, there will be “extensive enhancements” to ramp up growth while using the app as a new promotional channel for retailers and food and beverage companies.

Additionally, there will be three related services operating as part of eMeals, including eMeals itself, RecipeBox and eMeals Grocery Connect, a software development kit letting apps and sites add online grocery functions. The report noted that by adding RecipeBox to its roster, eMeals will be able to grow its footprint.

Since the acquisition took place, RecipeBox has launched an Android version of its app, providing the ability to order groceries from various retailers directly through the app. Per the report, other upgrades are planned, including browser extensions, enhanced recipe discovery and an updated web offering to access recipes from other devices.

“Recipe collection on the web is fragmented, so consumers have no way to digitally store all the recipes they find in one place,” said Forrest Collier, CEO of eMeals. “RecipeBox solves that problem, allowing users to centrally save recipes from across the web along with their personal family recipes, those they’ve discovered in cookbooks and magazines, and the new meal inspiration they find within the huge RecipeBox database.

“It’s going to change the way people search, store and shop all of their favorite recipes.”

PYMNTS wrote in 2020 that eMeals had been rolling out partnerships with various alcohol plans like Bacardi, Jackson Family Wines and Francis Ford Coppola Wintery to build revenue for menu pairings, putting alcohol options on shopping lists.

See also: Meal Service Plans Get Shaken And Stirred By Adding Alcohol

At the time, eMeals was looking at a different way to do meal plans, adding the alcohol options as part of its BrandBuilder program, which included various brands for product and recipe discovery.