Why Meredith is Serving Up More Shoppable Content on its Food Sites
The women-focused publisher partnered in March with eMeals, a subscription meal-planning app, where editors from Better Homes and Gardens, EatingWell and Allrecipes contribute meal plans and recipes to the app in exchange for a portion of subscription revenue. People can click to buy the ingredients in those recipes though grocery stores or delivery services.
Last fall, Meredith integrated AmazonFresh into some recipes in the meal-planning section of Allrecipes, which lets readers click to add groceries to a shopping cart. It plans to add some of these capabilities to its other lifestyle sites as well as the food titles it got through the acquisition of Time Inc.