Popcart Makes Bon Appétit and Epicurious Recipes Shoppable

Fresh Direct, Peapod among launch partners

Bon Appétit and Epicurious' 35,000 recipes are about to get a whole lot easier to make at home. Condé Nast's Food Innovation Group—which includes both Bon Appétit and Epicurious, as well as The Shoppers Network—is announcing a partnership with Popcart, a digital service that makes recipes "shoppable" by converting ingredients into a list of items that can be purchased through online grocers.

"For years, Bon Appétit and Epicurious have been bringing recipes directly into the home for the cook," said Pamela Drucker Mann, publisher and CRO of the Food Innovation Group. "Now, we have arranged for the ingredients to arrive directly in your kitchen."

The partnership—Popcart's first with a publisher since it launched last summer—will allow consumers to buy ingredients for all Bon Appétit and Epicurious recipes across desktop, tablet and mobile sites, as well as the brands' apps, when it goes live June 18. Fresh Direct, Peapod and Roche Brothers will provide e-commerce fulfillment. Later this year, the Popcart integration will also expand to the U.K., with Sainsbury's as its retail partner.

"People go to Bon Appétit and Epicurious to find the best recipes on the web—recipes that should become great meals, not simply added in a sea of bookmarks saved online," Popcart co-founder Hillary Mickell said in a statement. "Popcart removes the friction from shopping for recipes, making meal planning easier than ever before."

The Food Innovation Group, which was created last fall with the merger of Bon Appétit and Epicurious' business sides, has 20 million users a month, according to Condé Nast's internal Omniture stats. The group's properties currently put out about 75 recipes each month between print and digital, all of which will feature the Popcart integration.