Overview
Whisk, now operating as Samsung Food, is a food technology platform that connects recipe discovery, meal planning, and grocery shopping. It enables users to save recipes from anywhere on the web, which the app analyzes and standardizes, then uses to generate shopping lists that can be sent to online grocery baskets for purchase. Users can plan meals, scale recipes, and access nutrition information. The platform makes money through content-relevant advertising and affiliate fees, and it has partnered with major food publishers, CPG brands, and grocery retailers. Samsung NEXT acquired Whisk in 2019, and in 2023 it rebranded the product as Samsung Food to integrate with Samsung’s ecosystem of smart appliances and services, expanding to over 100 countries with a large recipe database. The company aims to simplify cooking and shopping by linking recipes with shopping and wellness data, and by deepening AI features such as item recognition and integration with services like Samsung Health.
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Simplify's Take
What believers are saying
- Samsung rolled out major AI Food Manager updates on May 11, 2026.
- CES 2025 and 2026 product cycles tied recipes directly to Samsung TVs and refrigerators.
- Samsung Food+ monetizes power users with premium scans, planning, and grocery integrations.
What critics are saying
- Samsung owns the category, so Whisk lacks independent strategic control after 2019.
- Mealime and other planners offer simpler, cheaper alternatives that weaken Samsung Food retention.
- If Samsung deprioritizes Food, Whisk becomes a feature inside appliances, not a standalone company.
What makes Whisk unique
- Samsung Food spans recipes, grocery ordering, and appliance control across Samsung devices.
- Samsung Food AI Food Manager now recognizes packaged goods and region-specific ingredients in 2026.
- The platform offers 240,000 recipes and global integrations across 101 countries and 23 retailers.
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