Tyson Foods adds shoppable content to Target, Walmart sites

Dive Brief:

In connection with a partnership between recipe platform SideChef and Tyson Foods, specific items from the meat processor now have shoppable QR codes on Walmart’s site and app, per a marketing email on Thursday from SideChef.
As part of the partnership, SideChef has also added a recipe video to Tyson’s Trimmed and Ready Boneless & Skinless Chicken Breast product page on Target’s website. The end of the video on how to make five-ingredient chicken parmesan encourages shoppers to check out the shoppable recipe platform.
The new recipe features for Walmart and Target are part of SideChef’s rollout of on-platform shoppable content and come at a time when grocers are increasingly experimenting with making it easier for shoppers to buy ingredients for the meals they are planning.

Dive Insight:

For Walmart, the expansion of its work with SideChef adds another layer shoppable element to the buying experience by offering additional recipe touchpoints and culinary elements to product pages.

Walmart shoppers, for example, looking at the listing for 1.5 lb. Thick Cut Hickory Real Wood Smoked Bacon from Wright Brand —one of Tyson’s brands — will see a QR code on an image of a bacon and egg sandwich. When they scan it with their phone, the code redirects them to SideChef, where they can browse and add more shoppable recipes to build a basket with the ingredients they need for multiple recipes. Once they are ready to check out, they then get redirected to Walmart to finalize the purchase. SideChef said people can add the ingredients to their baskets on both Walmart’s site and app.

The announcement is the latest development in Walmart’s years-long work with SideChef. In 2020, SideChef announced it added one-click shoppable recipes on its platform that allow users to buy the ingredients from Walmart. Just a few months ago, SideChef announced in a marketing email that it expanded shoppable recipes with Walmart and Pinterest, allowing Pinterest users to buy ingredients for recipes through the retailer.

Walmart has extensively experimented with shoppable content with multiple partners. Previously, the retailer rolled out a branded shoppable recipe video platform with Eko, multiple shoppable recipe button integrations on sites such as Tasty and Today, and, most recently, added a shoppable Snapchat lens tied to meal inspiration.

In the email, SideChef cited research from Accenture that projects the global social commerce market will hit $1.25 trillion by 2025 — triple the $492 billion market it was at the start of this year, with the increasing buying power of millennial and Gen Z shoppers behind its continued growth.