What WP Tasty does

WP Tasty is a privately held, bootstrapped WordPress plugin company founded around 2018 and operated as a remote team out of Minneapolis, United States. The company is led by Steph Wells (President and CTO) and Steve Wells (Co-founder), who also co-founded the related WordPress products Formidable Forms and Nutrifox. WP Tasty's entire product surface is purpose-built for the food-blogging vertical: its suite of four plugins — Tasty Recipes (recipe cards with JSON-LD structured data, scaling, Cook Mode, nutritional data), Tasty Pins (dual alt-text for Pinterest vs. accessibility), Tasty Links (automated affiliate keyword linking with Amazon support), and Tasty Roundups (SEO-optimized roundup post builder) — are designed to interoperate as a single workflow.

The underlying technology is PHP-based WordPress plugins, with native support for the Gutenberg block editor and the major third-party page builders (Elementor, Thrive Architect, Divi). The company integrates with Nutrifox for nutritional data, Kit (formerly ConvertKit) for email list capture, Instacart for shoppable recipes, Amazon Associates for affiliate monetization, and WP Mail SMTP for email deliverability. Tasty Recipes Lite is distributed free via the official WordPress plugin repository as a top-of-funnel acquisition channel.

WP Tasty operates a product-led growth motion with self-serve annual subscriptions, publicly displayed pricing, a 14-day money-back guarantee, and a 20%-commission affiliate program. Pricing tiers range from $49/year per individual plugin up to $349/year for the All Access bundle (all four plugins plus priority support for 25 sites). The customer base is a long tail of SMB food bloggers and recipe creators; publicly named customers include Sally's Baking Addiction, Pinch of Yum, Fit Foodie Finds, Cookie + Kate, and Gimme Some Oven. The company has no disclosed external funding, no patents or regulatory actions, and no public revenue figures.

Name

WP Tasty

Legal name

WP Tasty

Website

https://wptasty.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

WP Tasty is a bootstrapped, remote WordPress plugin company that sells an integrated suite of four plugins — Tasty Recipes, Tasty Pins, Tasty Links, and Tasty Roundups — to individual food bloggers for managing recipe content, SEO, affiliate monetization, and Pinterest optimization via annual subscriptions.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Annual Plugin Subscriptions: WP Tasty generates revenue through annual subscription licenses for four WordPress plugins. Customers pay yearly fees for access to plugin updates and support. Pricing tiers include individual plugin licenses, bundle packages, and site quantity discounts. The All Access bundle offers all four plugins at a discounted rate compared to individual purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

WP Tasty sells a suite of four WordPress plugins purpose-built for food bloggers: Tasty Recipes (recipe cards with JSON-LD schema and Cook Mode), Tasty Roundups (automated roundup post builder), Tasty Links (affiliate keyword auto-linking), and Tasty Pins (Pinterest image optimization with dual alt text). Plugins are sold as annual subscriptions with a free Lite tier, an All Access bundle, and site-quantity licensing.

Product overview

WP Tasty is a suite of four WordPress plugins designed specifically for food bloggers, comprising Tasty Recipes (the core recipe card plugin with SEO-optimized structured data, recipe scaling, Cook Mode, and nutritional support), Tasty Pins (Pinterest SEO optimization with separate image descriptions for accessibility and visual sharing), Tasty Links (automatic affiliate keyword linking and management), and Tasty Roundups (content curation tool for building SEO-optimized roundup posts). The products are designed to work together seamlessly, allowing bloggers to manage recipes, optimize images for search and Pinterest, monetize with affiliate links, and repurpose content into organized collections—all within WordPress. Tasty Recipes is available in both a free Lite version and paid Pro tiers, with all four plugins offered together in an All Access bundle.

Differentiator

Problem solved

Functional benefit

Brands

• Tasty Recipes: A WordPress recipe plugin for food bloggers that provides recipe card templates, SEO structured data, recipe scaling, cook mode, and nutritional information integration.
• Tasty Roundups
• Tasty Links
• Tasty Pins

Products and services

• Tasty Recipes

Quantifiable outcome

• Affiliate conversions increased by 100% after using Tasty Links for post optimization
• +3 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core.

• NutrifoxcoreTechnology or IntegrationNutrifox is an integrated nutrition calculator for food bloggers. WP Tasty's Tasty Recipes connects with Nutrifox to automatically add nutritional information to recipe cards. Users can add calorie counts, macros, and other nutrition data seamlessly without manual calculation.
• Kit (formerly ConvertKit)coreTechnology or IntegrationTasty Recipes integrates with Kit email platform to automatically add recipe subscribers to email lists. When readers use the 'Save This Recipe' feature and check the newsletter box, they're added to the blogger's Kit list automatically.
• InstacartcoreGTM or Marketing PartnerWP Tasty offers an Instacart affiliate program allowing food bloggers to earn commission when readers shop for recipe ingredients through Instacart. Tasty Recipes includes easy Instacart shopping integration for shoppable recipes.
• Amazon AssociatescoreGTM or Marketing PartnerAmazon Associates is the primary affiliate program recommended for food bloggers using Tasty Links. The plugin supports automatic Amazon product image pulling and link management for Amazon affiliate monetization.
• Page Builders (Gutenberg, Elementor, Thrive Architect)coreTechnology or IntegrationTasty Recipes and Tasty Pins are designed to work with major WordPress page builders including the WordPress Block Editor (Gutenberg), Elementor, and Thrive Architect, ensuring compatibility with users' existing workflows.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Create by Mediavine: Recipe-card plugin from Mediavine targeted at the same food-blogger audience with strong SEO/schema support and 1-click migration TO WP Tasty, indicating direct rivalry. Both serve the same AdSense/mediavine-eligible food-blogger segment.
• Yummly Rich Recipes: Recipe card plugin (with Yummly schema support) serving food bloggers; WP Tasty's migration tool from Yummly confirms active competitive overlap in this niche.
• WP Recipe Maker: Direct competitor offering a recipe card plugin for food bloggers with structured data, equipment lists, and ingredient scaling. WP Tasty explicitly builds migration converters from WP Recipe Maker, confirming it as the primary head-to-head in the category.
• WP Ultimate Recipe: Long-established WordPress recipe plugin with structured-data and recipe-card themes. Competes for the same self-serve food blogger buyer with overlapping capabilities.
• Cookbook: WordPress recipe plugin competing in the same category; WP Tasty provides an explicit conversion path from Cookbook, showing both companies target overlapping food-blogger customers.
• Cookd Pro: Plugin suite for food bloggers covering recipe cards, nutrition, and shopping-list features. Targets the same vertical with similar monetizable integrations, positioning it as a direct feature-and-audience competitor.
• EasyRecipe: Established WordPress recipe plugin offering structured-data recipe cards and a long-standing presence in the food-blogging niche. Competes for similar end users with overlapping functionality.

Others

• Formidable Forms: Same founder-built WordPress plugin business (forms/lead-capture), demonstrating the team's ability to scale independent WordPress plugin products. Adjacent ecosystem player rather than a direct competitor.
• Nutrifox: Sister company also founded by Steph and Steve Wells; provides nutrition calculation integration that WP Tasty's Tasty Recipes natively connects to. Not a direct competitor but a closely affiliated product in the same food-blogger stack.

Broad incumbents

• Mediavine: Larger ad-management platform with a deep footprint in food blogging and the creator of the 'Create by Mediavine' recipe plugin. Represents both an ecosystem dependency (ad/SEO context for bloggers) and a potential competitive bundle threat to WP Tasty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wptasty
• YouTubeyoutube.com/@wptasty
• Facebookfacebook.com/wptasty
• Instagraminstagram.com/wptasty
• Pinterestpinterest.com/wptasty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about WP Tasty