Food Service & Agriculture, Manufacturing, and Technology

Appliance maker acquiring 20M-user tech company

May 3, 2017
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An appliance maker in the region has reached an agreement to acquire a technology company, which it said will help strengthen its position as a leader in creating a “seamlessly integrated connected kitchen.”

Benton Harbor-based Whirlpool Corporation said yesterday it established the deal with Yummly.

The transaction is subject to certain closing conditions and expected to be finalized later this month.

Terms of the acquisition were not disclosed.

As a wholly owned subsidiary, Yummly will continue to operate out of its headquarters in Redwood City, California. 

Yummly was founded in 2009 by David Feller and Vadim Geshel. It is a food-centric technology company, which provides personalized recipes and cooking resources.

Yummly has more than 20-million registered users, making it one of the world's largest digital recipe platforms.

One of its features is allowing users to search recipes using filters — such as holiday, cuisine, taste, diet, nutrition, allergy, cook time and technique.

Whirlpool said the acquisition “strengthens” its ability to bring “purposeful, consumer-relevant innovations to market in the emerging Internet of Things space.”

“Yummly brings an outstanding platform on which to begin building our digital product offering," said Brett Dibkey, VP of integrated business units, Whirlpool.

Dibkey said Whirlpool is introducing new products that “remove complexity from the day-to-day lives of consumers.”

Whirlpool said Yummly helps to answer the question, “What’s for dinner?” by offering an array of recipes tailored to a user’s food preferences.

Brian Witlin, CEO of Yummly, said 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."

"We are extremely excited about the opportunities and innovations we can create with Whirlpool Corporation," Witlin said.

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