Fundraising FoxWhisk
2 known investors
Find your way into Whisk
Sign up to see every warm intro you have to Whisk
- Paths you didn't know you had: your email and LinkedIn already hold routes to the Whisk team. We find them for you
- 2nd- and 3rd-degree connections: the friend-of-a-friend routes that take hours to manually find through your inbox or LinkedIn
- Answers now, not in days: momentum is everything in a raise. Skip asking around whether someone knows someone
Days of research, done the moment you sign in, with every route ranked by how warm it is.
Whisk, a subsidiary of the Samsung Group, operates and maintains Samsung Food and builds grocery and recipe-shopping integrations along with food, wellness, and health software experiences. It combines nutrition, behavioral science, wellness, and technology to connect Samsung experiences across food, health, and home.
Also known as Whisk.co.uk
Investors · 2
Company profile
researched Aug 2026Whisk is a mobile application that lets users buy the ingredients for recipes they find online through online supermarkets. Users add recipes they come across on the web to a virtual basket inside Whisk; when they are ready to purchase, they choose the number of portions and Whisk selects matching items from an online supermarket based on the user's dietary requirements, tastes and demographic profile.
The company was founded by Nick Holzherr with co-founder Craig and is based in Birmingham, United Kingdom, with many of its commercial clients located in London. Its stated near-term goals as of 2012 were to place an "add to Whisk" button on the majority of online recipe sites, to reach large-scale app downloads and daily shopping-list checkouts, and to integrate with all the large UK supermarkets.
Founding story
Co-founder Craig began experimenting with supermarket APIs before he and Nick Holzherr met at a hackathon. The pair, who shared interests in cooking and technology, worked together remotely over a period of two to three years, building test versions and researching with stakeholders. Holzherr's appearance on the television programme The Apprentice made it possible to launch Whisk as a business.
Business model
Whisk positions itself between online recipe publishers and grocery retailers, generating e-commerce transactions by converting recipes into supermarket orders. Doing so requires commercial deals and partnerships with large players on both sides of the transaction.
Traction
As of October 2012 the company had raised funds and assembled a team following its launch, having previously built test versions and conducted stakeholder research.
▸Full profile — market position, technology, go-to-market, geography, risks & controversies
Market position
An early-stage UK consumer food-tech startup attempting to bring recipe publishers and multiple grocery retailers together into a single e-commerce transaction.
Technology
The platform ingests recipes from across the web and analyses them, imports and analyses grocery retailers' store item catalogues on a daily basis, and matches recipe ingredients to purchasable products using demographic and dietary information about the user. The company describes accuracy of these matches as critical because the output is a live e-commerce transaction.
Go-to-market
Distribution is planned through an "add to Whisk" button embedded on online recipe sites, alongside its own mobile apps, plus integrations and commercial partnerships with UK supermarkets.
Anyone who likes to cook, with a core target market of women aged 25-45, identified by the company as the heaviest users of online recipes.
Geography
Headquartered in Birmingham, UK, with a client base concentrated in London; the initial supermarket integration focus is the United Kingdom.
Risks & controversies
The founder cites technical and operational complexity as the principal challenge: aggregating and analysing the world's recipes and daily supermarket inventories at scale, matching them accurately, and simultaneously securing the commercial deals and partnerships needed for the model to work.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
▸Research sources · 1
primary sources listed
- Q&A Session with Nick Holzherr Founder of Whisk | The Startup Magazinethestartupmag.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Whisk do?
- UK mobile app that turns online recipes into shopping baskets of ingredients purchasable from online supermarkets.
- Who are Whisk's investors?
- Whisk's investors include Ff Venture Capital, Midven Ltd..