Whisk

What Whisk does

Whisk, now operating as Samsung Food following Samsung Electronics' acquisition and 2023 rebrand, is a consumer and enterprise food-content platform headquartered in San Francisco with 101-250 employees. The core product is an AI-assisted recipe and meal planning application available across iOS, Android, web, the Samsung Galaxy Store, and a Chrome browser extension. The platform combines a personal Recipe Box, drag-and-drop Meal Planner, automated Grocery List generator, nutrition and calorie calculator with health scoring, recipe communities, and a Recipe Converter, layered over a freemium consumer model with a premium Food Plus subscription.

The technology stack centers on machine learning for personalized recipe recommendation and a predictive health-scoring engine that draws nutrition data from the Open Food Facts open database. On the enterprise side, Whisk provides white-label integration and campaign tooling to CPG food brands, with disclosed outcomes including a 45% engagement lift and 30% sales increase for Campbell's Soup Company and a 65% engagement lift for Knorr's AI-powered campaign. Distribution leverages Samsung's device ecosystem alongside organic app store discovery, supported by 4.8-star ratings on Apple App Store and Google Play, an Apple Featured App of the Week placement, a Google Play Best Everyday Essentials award, and a 2021 Webby Awards nomination.

The business model combines a high-volume consumer freemium subscription (Food Plus) with a smaller, higher-value enterprise licensing stream targeting food brands and CPG companies. Pre-acquisition, Whisk raised approximately $1.95M across seed rounds between 2012 and 2014, led at inception by Midven, and acquired Avocando in May 2018. As a wholly-owned Samsung subsidiary, Whisk no longer publishes standalone financials; current operating geography is global via app stores, with no disclosed regulatory actions, certifications, or third-party AI benchmarks.

Name

Whisk

Legal name

Samsung Food

Website

https://whisk.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

101–250 employees

Short description

Whisk, operating as Samsung Food, is a Samsung-owned AI-assisted recipe and meal planning platform serving global consumers via a freemium app and food/CPG brands via enterprise licensing partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Freemium Subscription Model: The app operates on a freemium model where core features are free to use, with premium features available through subscription. The free tier allows recipe saving, basic meal planning, and shopping list generation, while premium tiers likely offer enhanced features.
2. Enterprise/Partner Licensing: Whisk provides white-label and integration services to food brands and CPG companies, as demonstrated by the Campbell's Soup integration which drove measurable engagement and sales increases for the brand partner.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Whisk (operating as Samsung Food) provides an AI-powered recipe management, meal planning, and grocery shopping platform available across iOS, Android, web, the Samsung Galaxy Store, and a Chrome browser extension. The platform enables consumers to capture, organize, and convert recipes, generate meal plans, build smart grocery lists, and access nutrition data, while offering a premium subscription (Food Plus) for advanced AI features. The company also licenses white-label and integration services to consumer packaged goods brands for sponsored recipe content distribution.

Product overview

Samsung Food (powered by Whisk technology) is a unified multi-platform meal planning ecosystem consisting of a core mobile/web application with integrated modules for recipe management (Recipe Box), meal planning (Meal Planner), smart grocery shopping (Grocery List App), and social recipe sharing (Recipe Communities). The platform includes supporting features like a Nutrition and Calorie Calculator with health scoring, Recipe Converter, and a Chrome Extension for capturing recipes from any website. Food Plus represents a premium subscription tier within the ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Food Plus: Premium subscription service with advanced features for nutrition tracking and meal planning

Products and services

• Samsung Food (formerly Whisk)
• Food Plus

Quantifiable outcome

• 45% boost in digital engagement and 30% increase in product sales for brand partner Campbell's Soup Company
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Open Food FactscoreTechnology or IntegrationSamsung Food integrates with Open Food Facts, an open-source food database, to provide nutritional information and health scoring for recipes. This partnership enables the app to access comprehensive food product data for nutrition calculations.
• Campbell's Soup CompanyflagshipTechnology or IntegrationCampbell's integrated with Whisk to power their digital engagement strategy. The integration delivered a 45% boost in digital engagement and 30% increase in product sales, demonstrating the platform's effectiveness for CPG brand partnerships.
• KnorrflagshipTechnology or IntegrationKnorr utilized Whisk's AI-powered platform for their 'Eat Your Feed' campaign, which achieved a 65% increase in user engagement rates, showcasing successful brand integration with the recipe platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cookpad: Global recipe-sharing platform with strong international footprint, particularly in Japan, Latin America, and parts of Europe. Direct peer in community-driven recipe saving and meal planning with a freemium consumer model.
• Allrecipes: One of the largest recipe and meal-planning communities, owned by Dotdash Meredith. Direct peer in recipe discovery, community sharing, and CPG brand advertising/activation adjacent to Samsung Food's enterprise model.
• NYT Cooking: Subscription recipe and meal-planning product from The New York Times. Direct peer monetizing premium recipe content and meal planning with a strong editorial brand, increasingly competing for paid home-cook wallet share.
• Sidechef: Recipe, meal-planning, and guided-cooking app with smart-appliance integrations and a CPG partner program. Direct peer competing on recipe saving, meal planning, and brand-activation use cases.
• Yummly: Whirlpool-owned smart cooking platform offering recipe discovery, meal planning, and grocery integration. Closest direct competitor in the AI-powered recipe/meal-planning app category, with appliance ecosystem parallels to Samsung Food.
• Paprika Recipe Manager: Cross-platform recipe saving, meal planning, and grocery list app popular with power users. Direct competitor in recipe-box and meal-planning functionality, competing on cross-device sync and organization depth.
• Mealime: Mobile-first meal planning app focused on healthy, personalized weekly meal plans and auto-generated grocery lists. Direct competitor targeting the same health-conscious home cook segment with a simpler, more opinionated meal-plan-first UX.

Emerging players

• Tasty (BuzzFeed): Video-first recipe brand with a recipe/meal-planning app. Comparable on recipe discovery and brand-activation adjacency for CPGs, but less mature on AI personalization and grocery integration.
• Eat This Much: AI-driven automated meal planning app that generates meal plans to macro and calorie targets. Emerging peer with stronger AI-planning positioning but narrower scope than Samsung Food's full ecosystem.

Broad incumbents

• Whirlpool (KitchenAid / Yummly ecosystem): Appliance conglomerate that owns Yummly and integrates it across KitchenAid and Whirlpool smart appliances. Broad incumbent competing in the same recipe-to-appliance surface area as Samsung Food, with hardware scale advantages.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key highlights6 records

Customer concentration

• Xx.com/whiskteam
• LinkedInlinkedin.com/company/whisk-uk
• Facebookfacebook.com/Whiskapps

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whisk