Bolstering its commitment to the smart home, Whirlpool will acquire Yummly, an app and website that provides personalized recipes and cooking resources.
Yummly, which features more than 20 million registered users, will operate as a wholly owned subsidiary from its existing Redwood City, Calif., headquarters. The deal is expected to close this month.
“We are committed to introducing new products to market that remove complexity from the day-to-day lives of consumers,” said Brett Dibkey, Whirlpool integrated business units VP, in a statement. “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,”
“We are extremely excited about the opportunities and innovations we can create with Whirlpool Corporation,” added Brian Witlin, Yummly CEO. “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.”