Masterclassing

Allrecipes launches on Snapchat's Scan feature

Gabby Fernie

Food media brand, Allrecipes has announced its latest digital innovation as the exclusive food category partner of the Scan feature within Snapchat.

The new offering enables home cooks to access Allrecipes' recipes based on ingredients captured in the Snapchat camera. Available later this year, this new feature will make it fun and easy to create a variety of dishes with food that’s already in users’ kitchens or grocery carts.

Scan makes it simple to find fun and informative Lenses from creators and partners, giving Snapchatters the power to identify hundreds of dog breeds, thousands of plants and trees, millions of songs, and products.

Soon, Allrecipes will serve up recipes to match any of the thousands of ingredients and dishes that the Snapchat camera can recognise. For example, a saltine cracker might lead to a 'Delightful Strawberry Dessert' recipe, taking a basic, ubiquitous ingredient and inspiring Snapchatters to create something unexpected.

“Allrecipes provides home cooks with the tools, information and inspiration they need to create meals they love with ease. This innovative and fun augmented reality feature takes that experience to an entirely new level,” said Alicia Cervini, VP, Strategic Partnerships at Meredith Corporation. “It’s exciting to bring Allrecipes into the Snapchat camera, encouraging the next generation of cooks to explore a wide variety of recipes and be even more creative in the kitchen.”