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Walmart’s New Tasty Partnership To Drive Housewares Sales

Walmart has teamed up with BuzzFeed’s Tasty, a social food and recipe network, and the program has the potential to put housewares in the consumer spotlight to drive sales.

Culinary oriented consumers can be inspired by the network’s recipe videos, the company noted, and with a tap can now order products directly from the app experience on Walmart.com and Jet.com.

When the user opens the Tasty app to view any of the 2,000-plus recipe videos, the recipe will include direct links to the kitchen tools, bakeware, and appliances that the consumer might need to create the dish. Suggestions might include, for example, a slow cooker, a non-stick pan, cast iron cookware or measuring cups. Beginning next year, Walmart said it will also integrate groceries alongside services like the retailer’s online grocery pickup.

The program seems to be a synergistic fit, with Tasty billed as a go-to destination for recipe inspiration, and which has attracted more than 65 billion video views, according to Walmart. For its part, Walmart offers its large online assortment while Jet and Tasty are both said to focus on the urban Millennial audience.

“By introducing the ability to shop for products directly from the Tasty app, this partnership combines content and commerce to create a convenient and fun experience for users,” said Sumaiya Balbale, vp/e-commerce, mobile and digital marketing, Walmart.