Acquired by Whirlpool in 2017, Yummly arrives in the country with the aim of bringing the brand closer to consumers in a personalized way
Whirlpool announced the launch of the Yummly recipe app, marking the company’s entry into offering services to consumers.
Launched during an event at a restaurant in the West zone of the city of So Paulo, the application arrives in the country offering a personalized service to users based on their personal tastes and “focused on who cooks and not on the recipe”, according to Patrícia Pessoa, Director of Innovation at Whirlpool.
“Along with other initiatives, Yummly is part of a pillar of redefining what a product is and how we can explore new fronts provided by the digital world. Part of our quest as a Company is to explore the entire ecosystem at home, and improve the lives of our customers in each one stages, said the executive.
One of the adaptations that the application had to go through to operate in Brazil were the recipes. As the service was originally from the United States, Whirlpool was curated to understand which recipes would or would not make sense in the country.
For publicity, the brand will use the “Yumm” at the beginning of the name, have the phrase “Your identity in the kitchen” as its signature and will be primarily focused on digital with video, profiles on social networks and influencers.
At the beginning, the application will not make any reference to products from Whirlpool brands, such as Brastemp and Consul. According to Patrcia, the company will work on the brand with the aim of getting closer to people using technology and placing the consumer at the center of discussions.
“In principle, Yummly was born alone and we are going to work on the brand with the very clear objective of being close to people through technology. Our intention is to be close to the audience, to the consumer and, if in a while, it makes sense to connect the application with others. brands, let’s do it, but in a way that talks to the consumer. We are very centered and this is a new look from Whirlpool, of putting the consumer at the center”, completed Whirlpool’s Innovation director.
Acquired by Whirlpool in 2017, the service took two years to adapt the platform so that it could be implemented in Brazil. According to Patrcia Pessoa, Innovation director at Whirlpool, for one year, the company focused on working on the localization of the code, which was initially done in Silicon Valley.
“The application was from a startup, which we bought, so we had to make a technological adaptation to it. Today, Yummly is ready to be launched anywhere in the world, just translate, but for Brazil, it had to go through It’s a very big adaptation because, when it was released back there, it was designed for the American public”, explained the executive.
