Flavrs takes on TikTok with all-in-one cooking videos and shopping app

(Bloomberg) — The foodie internet has become more crowded. Backed by celebrity chefs Eric Ripert and Tom Colicchio and $7 million in seed funding, Flavrs debuted on Tuesday, September 13, with an in-depth feed of cooking videos, step-by-step recipes, planning tools meals and the ability to shop instantly. for online grocery shopping.

“Flavrs isn’t for the average person who cares about food. It’s for the crazy people who live to eat,” says Alejandro Oropeza, the app’s co-founder and CEO. look looks delicious and you want to do something, we’ll give you the most efficient and satisfying way to go from intention to action.”

Open the Flavrs app, you’ll see a TikTok-like interface that invites you to discover thousands of videos for food, from kimchi fried rice to dairy-free chocolate creme brulee.

There’s Ripert’s Saffron Risotto – a recipe developed for the app – an Ice Cream Sandwich from Andrew Rea of ​​Binging with Babish and Jamie Milner’s Shakshuka of Everything Delish, plus gluten-free and paleo options. . The content combines bespoke recipes and videos made just for Flavrs, as well as repurposed hits from popular blogs and social figures.

In the lower right corner, users can click on a recipe icon that shows both detailed ingredients and cooking steps for a dish presented in a short video, with adjustable portions. Below the recipe icon, a shopping cart takes users to an integrated version of Instacart, allowing them to buy whatever the dish needs. All ingredients are automatically added to the basket; users can uncheck items they prefer to ignore. People who are just browsing can add videos to their favorites and save them to a personal folder.

“Think of it like a Spotify playlist for food, where you’re going to start aggregating the French collection, the Mexican collection, the Thanksgiving collection,” says Oropeza. “In the future, you’ll be able to see what other people are bookmarking, what they’re cooking, what creators and chefs are cooking, and share those playlists with your friends. »

Since growing up in Mexico City, Oropeza has spent his life surrounded by food. From the age of 7, he helped out at Café Konditori, opened by his grandmother in 1953 and run by his family for more than 60 years until it closed. “I like to joke that before I could speak English proficiently, I knew how to cook proficiently,” he says.

Oropeza trained as a chef at the Ritz Hotel in Paris before leaving the kitchen to work for Procter & Gamble, Google and YouTube in roles such as product manager and global head of creator marketing. During the Covid-19 pandemic, his love for food and experience working with internet personalities inspired him to join co-founder François Chu in creating Flavrs, where their knowledge of technology , content creation and e-commerce is deployed to create a one-stop-shop to serve foodies’ culinary obsessions.

Venture capital firm Andreessen Horowitz is one of Flavrs’ main investors; Bloomberg LP, owner of Bloomberg Businessweek, is an investor in Andreessen Horowitz. Others include Wellington Access Ventures, Progression Fund, Firstminute Capital LLP and Cercano Management (formerly Vulcan Capital, the family office of the late Paul Allen).

Flavrs is currently only available on the iOS App Store; wider dissemination may follow. Oropeza plans to bring in additional content creators and roll out social features allowing users to comment and post their cooking results on the app.

©2022 Bloomberg LP

Edwin S. Wolfe