CARY – Recipe and online shopping platform startup Myxx apparently has found the ingredients for rapid growth.
The Cary-based startup that allows shoppers to find recipes and shop for the needed ingredients through an online shopping cart app on Tuesday announced the addition of new partners across the country, including Walmart.
Myxx
Walmart, Albertsons, Safeway, Jewel Osco, Vons, Randalls, Tom Thumb, and H-E-B are now part of the Myxx network, lifting Myxx availability to 10,000 stories across the country from 1,500. They join existing partners Harris Teeter, Kroger, Ralphs, King Soopers, and Fred Meyer.
“Myxx is the only solution that allows a consumer to shop when, where, and how they want,” Myxx co-founder and CEO Monica Wood told WRAL TechWire earlier this year.
Thousands of shoppers have created accounts on the platform, myxxrecipes.com, which can be used by anyone, regardless of their local grocery store, to find recipes and download shopping lists.
Myxx generates revenue through partnerships with consumer packaged goods brands and retailers. Consumers do not pay an additional fee to use the Myxx platform to search for recipes or download shopping lists. The platform highlights brands like Aidells, Barilla, Eggland’s Best, and McCormick, all of which pay Myxx to ensure that their brand is the default ingredient in a consumer’s shopping list.
Brands also benefit from a customized landing page on the Myxx platform that converts brand-generated recipes into shopping lists and a customized back-end portal to analyze campaigns in real-time.
Cofounders Capital Managing Partner David Gardner, an investor in Myxx, has said the Myxx platform helps consumers start with dinner and quickly identify the ingredients needed to make it happen, said Gardner, all on a digital platform. “People don’t want groceries, they want dinner,” he said. That’s what Myxx offers.
“Busy consumers across the country can now shop recipes at a variety of stores with a few clicks to get healthy meals on the table, and helps prevent impulse buys. Myxx makes it even easier to discover budget friendly recipes across retailers, proving shopping and cooking at home truly is the most cost effective way to run a household,” Wood said in Tuesday’s announcement.
“The expansion also allows our brand partners the ability to leverage the technology to extend reach and access a larger and more engaged audience, while providing them with new real-time performance metrics. Myxx is transforming into a consumer movement, reaching everyone from rural America, to large metropolitan cities – a true game changer in the rapidly evolving and competitive grocery landscape.”
