CookUnity Acquires Shoppable Video Platform 'flavrs' to Pioneer Content-Led Meal Delivery

"Chef-to-you" meal delivery service CookUnity has announced the acquisition of flavrs, a pioneering shoppable-video platform. The strategic move positions CookUnity as the first meal-delivery provider to fully integrate a video-first discovery experience, merging culinary storytelling directly with commerce.

The acquisition allows CookUnity to pivot from a static menu interface to a dynamic, content-driven marketplace, leveraging the dominance of short-form video in consumer decision-making.

Integration: From Content to Commerce

With the integration of flavrs' technology, CookUnity aims to bridge the gap between "food porn" content and immediate consumption. The platform will now feature chef-created videos—ranging from behind-the-scenes kitchen footage to recipe origin stories—that are directly linked to real-time menus and purchasing capabilities.

Early implementation features New York City-based chefs, such as Aarthi Sampath and John DeLucie, using the medium to explain the craft behind dishes like biryani and pasta. The technology links this content to nutrition information and user preferences, facilitating a seamless transition from inspiration to order.

Financial Context and Growth

The acquisition builds upon significant momentum for CookUnity. The company recently secured up to $250 million in non-dilutive funding from General Catalyst to accelerate growth.

Operational metrics indicate robust performance, with the platform reporting:

Growth: More than 75% year-over-year increase in delivered meals.
Scale: Over 50 million meals served to date across the US and Canada.
Chef Network: Supporting 180 chefs, with average annual earnings of $850,000 per chef.

Mateo Marietti, Founder & CEO of CookUnity, commented on the shift towards content-driven commerce:

“We’ve always leveraged technology as a catalyst for creativity at CookUnity. With this new shoppable-video experience, we can inspire food lovers to explore the incredible world of flavours our community creates. It’s a powerful step toward making culinary discovery as exciting and personal as the meals themselves.”

Alejandro Oropeza, Co-founder and CEO of flavrs (and former Head of Growth at YouTube), added: “Together we can build the category-defining food platform, where chefs and creators can share their craft, tell richer stories, and inspire millions of eaters to try new cuisines.”