C

Chicory

Transforms recipes into shoppable moments.

Overview

Chicory helps brands and retailers reach grocery shoppers online by turning recipes and other content into shoppable moments. Its platform embeds purchasable items in content so viewers can add groceries to their cart directly from what they’re viewing. It differentiates itself by targeting shoppers at the moment they decide what to cook, linking media to purchase rather than traditional ads. Its goal is to make online grocery shopping easy from everyday content and to grow sales for partners through measurable, monetizable shopping experiences.

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About Chicory

Simplify's Rating
Why Chicory is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Data & AnalyticsEnterprise SoftwareConsumer Goods

Company Size

51-200

Company Stage

Late Stage VC

Total Funding

$3.5M

Headquarters

New York City, United States

Founded

2014

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Simplify's take

What believers are saying

  • October 2026 expansion added MyFitnessPal, Listonic, and OurGroceries inventory.
  • Albertsons' expanded cart integration widens Chicory's reach across banner stores.
  • Food52 partnership increases revenue and surfaces Chicory to high-intent recipe audiences.

What critics are saying

  • Retailers like Albertsons can internalize recipe commerce and cut Chicory by 2027.
  • Instacart, Amazon, and Google own stronger commerce data and ad budgets.
  • A single platform shift at Food52 or publisher partners can erase inventory overnight.

What makes Chicory unique

  • Chicory turns recipes and meal planning into shoppable grocery ads in-context.
  • Its privacy-first contextual targeting avoids cookies and reaches shoppers before checkout.
  • Direct retailer integrations with Albertsons and Giant Eagle deepen off-site grocery conversion.

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Funding

Total Funding

$3.5M

Below

Industry Average

Funded Over

4 Rounds

Late VC funding comparison data is currently unavailable. We're working to provide this information soon!
Late VC Funding Comparison Coming Soon

Benefits

  • Health Insurance
  • Dental Insurance
  • Vision Insurance
  • Health Savings Account/Flexible Spending Account
  • Unlimited Paid Time Off
  • Paid Holidays
  • One Medical membership not included
  • Remote Work Options
  • Hybrid Work Options
  • Flexible Work Hours
  • 401(k) Retirement Plan
  • Stock Options

Company News

The Olympian
Apr 24th, 2026
Rica cocina opens in downtown olympia.

Rica cocina opens in downtown olympia. By Rolf Boone April 24, 2026 at 4:55 AM A new Mexican restaurant has filled a vacancy once occupied by Chicory on Columbia Street.

Iowa Agribusiness Radio Network
Apr 3rd, 2026
Midwest Dairy report shows demand growth.

Midwest Dairy report shows demand growth. Midwest Dairy's newly released 2025 Annual Report gives farmers a detailed look at how their checkoff dollars were invested across the ten-state region, with a focus on growing dairy demand, strengthening consumer trust, and supporting future industry leadership. Built around the theme "Make Every Drop Count," the report outlines measurable results in consumer outreach, retail sales activations, research investments, and leadership development. Midwest Dairy Board Chair Charles Krause says the report is designed to show producers exactly where their dollars went and what those investments accomplished. Audio Player Krause says one of the clearest takeaways is the visibility farmers now have into both spending priorities and outcomes, from milk sales growth to consumer engagement and innovation support. A major emphasis in 2025 was building trust with consumers by sharing dairy's nutrition and sustainability story through strategic partnerships across the region. Audio Player Those efforts included programs like Adopt A Cow, which reached more than 162,000 students, as well as on-farm activations such as influencer tours and educational visits with registered dietitian students. Krause says those direct connections help consumers better understand how dairy farmers care for their cows, the land, and the communities they serve. The checkoff also focused heavily on converting that trust into stronger dairy purchases through retailer and food service partnerships. Using consumer insights and research, Midwest Dairy worked with partners including Jewel Osco, Schnucks, Fareway, Instacart, and Chicory on four key moment campaigns designed to connect dairy products to everyday meals and shopping decisions. Audio Player Those campaigns generated more than $3.1 million in incremental dairy product sales in 2025 across the Midwest region, according to the report. Beyond sales and promotion, the annual report also highlights continued investments in research, dairy innovation, and farmer leadership development. Audio Player In 2025, Midwest Dairy says it distributed $355,000 in Undeniably Dairy Grants supporting 136 dairy promotion projects. The organization also recently completed DEAL Class Three with 17 farmers and launched Class Four, continuing its young dairy leader development program focused on building future champions and advocates for the dairy industry. Farmers can read the full 2025 Midwest Dairy Annual Report at MidwestDairy.com.

Castle Placement
Sep 21st, 2024
AdTech Capital Raises in the U.S. - September 2nd-15th, 2024

AudiencePlus, a content marketing platform, raised early-stage venture funding from High Alpha.

PYMNTS
Jan 8th, 2024
Instacart Brings Digital Marketing To Brick-And-Mortar As Cpg Ads Get Smarter

With grocery brands looking for more personalized, targeted ways to reach shoppers, Instacart is enabling in-store digital marketing with smart cart advertising. The grocery aggregator announced Monday (Jan. 8) that it is pilot testing ads on the screens of its Caper Cart smart shopping carts, enabling real-time targeted messaging, at Bristol Farms stores in Southern California, with more grocers to come. The company said this unlocks advertising opportunities such as recommending Dreyer’s Grand Ice Cream (one of the initial advertisers involved in this pilot) to shoppers who put ice cream cones in their cart. “Our acquisition of Caper has been a core part of our strategic evolution to support retailers and brands not just online but also in-store,” Fidji Simo, CEO and chair of Instacart, said in a statement. “Today we’re excited to introduce the next phase of this work with a new advertising solution that will further enable thousands of CPG brands to connect with high-intent customers with measurable results — in all the ways people choose to shop.”

PYMNTS
Jan 4th, 2024
Samsung Announces New Connected Kitchen Products As Consumers Increase Digital Engagement

With consumers increasingly expecting connectivity in every part of their lives, Samsung is stepping up its smart kitchen devices, creating potential in-home contextual commerce opportunities down the line.The company announced a range of new products to be showcased at the upcoming CES 2024 event in Las Vegas, including refrigerators that can recognize foods using artificial intelligence vision. Additionally, these fridges can keep track of food expiration dates and monitor water filter status.This kind of technology opens the door to new forms of in-kitchen contextual commerce. In an interview with PYMNTS last year, Kevin Yu, CEO of connected recipes company SideChef, discussed the utility of image recognition capabilities in smart kitchen devices both in terms of removing friction for consumers and creating sales opportunities for grocers and brands.“Take image recognition,” he said. “Gosh, I don’t know what to do with these ingredients in my fridge. I just want to take a picture. Tell me what I can make

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