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Whirlpool Acquires Food-Centric Tech Company Yummly

Whirlpool Corporation, the parent company of KitchenAid, is acquiring Yummly, Inc., a food-centric technology company that provides personalized recipes and cooking resources.

Founded in 2009 by David Feller and Vadim Geshel, Yummly has more than 20 million registered users that can access thousands of personalized recipes on web and mobile platforms, according to the company. The acquisition, Whirlpool officials said, strengthens the company’s ability to bring “purposeful, consumer-relevant innovations” to market in the emerging IoT space.

“We are committed to introducing new products to market that remove complexity from the day-to-day lives of consumers,” said Brett Dibkey, vp/integrated business units for Whirlpool Corporation. “Increasingly, these products will be defined by both physical and digital experiences. Yummly brings an outstanding platform on which to begin building our digital product offering.”

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

“We are extremely excited about the opportunities and innovations we can create with Whirlpool Corporation,” said Brian Witlin, CEO of Yummly. “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.”

The transaction is subject to certain closing conditions and is expected to be finalized in May 2017. Terms of the deal were not disclosed.