Whirlpool Acquisition Builds Digital, IoT Muscles

Whirlpool Corp. has reached an agreement to acquire Yummly, Inc., a food-centric technology company that provides personalized recipes and cooking resources.  

Founded in 2009 by David Feller and Vadim Geshel, Yummly operates digital platforms that have attracted roughly 20 million registered users. The acquisition is expected to strengthen Whirlpool's ability to bring purposeful, consumer-relevant innovations to market in the emerging IoT space.

"We are committed to introducing new products to market that remove complexity from the day-to-day lives of consumers. Increasingly, these products will be defined by both physical and digital experiences. Yummly brings an outstanding platform on which to begin building our digital product offering," said Brett Dibkey, Whirlpool's vice president of integrated business units.  

With the deal, Whirlpool continues to strengthen its ability to build a seamlessly integrated kitchen. As a wholly-owned subsidiary, Yummly will continue to operate out of its headquarters in Redwood City, Calif. 

"We are extremely excited about the opportunities and innovations we can create with Whirlpool," said Brian Witlin, Yummly's chief executive officer. "Whirlpool's purposeful and consumer-centric approach to innovation aligns perfectly with what we do, who we are, and what we seek to create for consumers as the kitchen becomes ever-more digitally connected."

The transaction is expected to be finalized in May. Terms were not disclosed. 

Whirlpool Corp. ranked 21st on CGT's list of the Top 100 Consumers Goods Companies for 2016.