AllrecipesAllrecipes is teaming up with Instacart to offer one-hour delivery of grocery items that customers find while browsing through recipes on its platform.

The Seattle-based company, which is aiming to reinvent itself as a “food-centric social network,” today announced a partnership with the San Francisco-based delivery service. Now, Allrecipes users will see an Instacart button for ingredients in a given recipe, making it easy to have the items delivered from physical grocery stores that Instacart partners with.

The partnership offers an alternative to services like Plated and Blue Apron, which deliver packages of fresh ingredients that customers use to cook individual meals themselves. Instacart, which operates in 18 markets, already has a similar deal with recipe recommendation service Yummly.

1-Instacart-Hero-620x620Instacart charges $3.99 for two-hour delivery, and $5.99 for one-hour delivery when orders of $35 or more are placed. A minimum order of $10 is required. The company offers a $99 annual membership that eliminates delivery fees for orders over $35 and delivers from Whole Foods, Costco, Safeway, QFC, Uwajimaya, Petco, and Central Co-op in the Seattle region.

Unlike Amazon Fresh, which operates its own grocery distribution facilities, Instacart employs personal shoppers who hand-pick grocery items at established stores.

Partnering with Allrecipes will help Instacart expand its reach. Founded in 1997, Allrecipes counts 40 million active monthly users and 1.3 billion visits per year to its platform, which is available in 24 countries and 13 languages. The company, which also recently started showing users where they can buy key
ingredients, was acquired by magazine publisher Meredith Corp. in 2012 for $175 million.

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