We are on a mission to make cooking more joyful.

Samsung Food is the all-in-one app for recipe saving, meal planning, grocery shopping, and cooking.

It’s food, your way. 

Loved by thousands. Recognized by the best.

Whisk is Featured App of the Week on Apple App Store Featured App of the Week
Whisk is awarded Best Everyday Essentials in Google Play Best Everyday Essentials
Webby Awards Nominee 2021< Webby Awards Nominee 2021
Whisk is Users’ Choice Award Nominee on Google Play Users’ Choice Award Nominee

The future of cooking? It starts here.

2025 – Recipes, straight from your TV screen

2025 started on a high note. At CES 2025, Samsung unveiled AI-powered TVs that recognize food on-screen and pull up the recipe in Samsung Food. No more guessing and Googling! 

Big things are coming… Stay tuned! 🚀

In the news: Samsung’s new TVs can find recipes for dishes in shows (January 2025, TechCrunch)

2024 – A big year for AI 

2024 was a big year for AI in Samsung Food. Meal planning got smarter. Recommendations became more personal. And with our Samsung Health integration, healthy living became even more effortless. 

We also launched Samsung Food+ (our premium subscription) at IFA 2024 in Berlin.

We’re proud of everything we accomplished alongside the amazing creators in our Creator Fund. While the fund wrapped up in 2024, our commitment to collaborating with and celebrating talented food creators continues through ongoing influencer partnerships.

In October, our team touched down in Athens—a city that knows a thing or two about bold ideas (and great food). Between exploring the Acropolis, sharing delicious Greek meals, and meeting new teammates, we imagined what’s next for Samsung Food!

Samsung Food team at the Parthenon, Acropolis in Athens, celebrating collaboration and innovation.
The Samsung Food team at the Parthenon in Athens.

In the news: With AI food recognition Samsung Food could be the ultimate meal-planning app (August 2024, The Verge)

2023 – Samsung Food officially launches

We introduced Samsung Food to food bloggers at the Tastemaker Conference in March. And showed them how Samsung Food could help grow their audience—and revenue. 

We also launched the Creator Academy, a hub for up-and-coming food creators to learn, connect, and level up their presence on Samsung Food.

August was another major milestone: Whisk officially became Samsung Food, with the new brand unveiled at IFA in Berlin. 

Wondering what made Whisk so excited about becoming Samsung Food? Hear it straight from the mouth of our CEO, Nick Holzher! 👉 View our video on Instagram.

This year brought powerful new features. Ingredient swaps for more flexibility. Smart recipe search to cook with what you already have. And a revamped Meal Planner with a detailed daily view. The result? More engagement. More meals planned. And an even better way to cook.

We partnered with Samsung Health to bring expert-backed nutrition, wellness, and exercise insights—personalized to your BIA results—straight to your Galaxy Watch. Smarter choices, right on your wrist.

In October, our team met in Belgrade—a city full of energy, history, and amazing food. We reflected on our journey, and planned for what’s next.

2022 – New creators, new features, 500K+ users

2022 was all about growth—more creators, more users, and more ways to cook smarter.

The Whisk Creator Fund took off, giving food creators a place to host, share, and monetize their content. What started with just 10 creators in April grew to 130+ by December—a big step in embracing the creator economy.

While the TikTok Jump wrapped up, our work with social media creators kept going strong. In August, we exceeded over 500,000 monthly active users for the first time.

Behind the scenes, our team rolled out game-changing updates:

🍳 Guided Cooking launched in the app, making step-by-step cooking even smoother.
🔥 SmartThings integration allowed users to control their ovens directly from Whisk.
📽️ Video recipes on web made following along easier than ever.
🥑 Ingredient pages let users explore nutrition details, substitutes, and recipes for any ingredient—all in one place.

To top it off, the team gathered in Seoul for our annual strategy workshop, strengthening connections, sharing ideas, and meeting with Samsung HQ to showcase what’s next. A big year! 

2021 – Whisk becomes a community

In 2021, Whisk became more than just a recipe book. It was all about connection—between people, platforms, and great food. Whisk went global, launched Meal Planning, and introduced a new recipe builder. Apple even featured us as an App of the Day in over 160 countries! 

One of our biggest milestones? Our partnership with TikTok, making it easier than ever for users to save and cook the recipes they discover on their For You Page. Launched in November, this opened up a whole new way to bring food inspiration to life.

How to link to recipes on TikTokHow to link to recipes on TikTok

But we didn’t stop there. 2021 was the year Whisk became more than just a recipe tool—it became a community. We introduced conversations, user profiles, a fresh Home feed, likes, and reviews. 

To wrap up the year, the team came together for a mini-retreat in Cyprus!

2020 – Whisk begins to grow

2020 was the year Whisk stopped being just a tool. Cooking became more social! 

We also expanded Whisk beyond mobile, launching on Samsung SmartThings and the Family Hub’s Smart Fridge.

Momentum grew. Top tech journalists covered Whisk, highlighting its impact on how people cook. 



We also earned a 4.8 rating on both the App Store and Google Play, landed a spot in Google Play’s Best of 2020 Everyday Essentials, received multiple App Store mentions, and even scored a 2021 Webby Award nomination.

2019 – Samsung acquires Whisk

Big news: Whisk officially became part of Samsung and Samsung NEXT’s product team!

Together, we set out to create seamless, smart food experiences by leveraging Samsung’s scale and innovation.

Our team quickly grew to 100+ members across the world. And just nine months later, Whisk powered Samsung’s new food experience at CES 2020—a huge step toward reimagining how people cook, eat, and connect with food.

Whisk became part of Samsung and Samsung NEXT’s product team.

In the news: 

2018 – Whisk powers major recipe platforms 

Whisk’s technology started powering recipes behind the scenes for some of the biggest food publishers and grocery retailers. By 2019, we helped deliver 0.5 billion monthly recipe impressions, making it easier for people to find, save, and shop for recipes across the web.

Samsung became a major partner, and we expanded deeper into grocery—working with 45 major retailers, including Scripps, Kroger, and Harris Teeter.

We also launched game-changing features:

🥦 Nutrition data and Health Scores (GI/GL)
🛠️ Whisk SDK
🌍 Global expansion – Whisk acquired Avocando, a German competitor, with CEO Chris Marx joining to lead international growth.

Whisk wasn’t just growing—it was shaping how people found, saved, and shopped for recipes online.

2015–2017 – Whisk goes global (and royal 👑)

Big changes, big milestones. Whisk v3 launched, along with iOS v3, bringing an even better recipe experience to users.

During this time, we also went fully remote. Whisk had always worked with talent from around the world, but we made a decision—anyone could work from anywhere.

Meanwhile, major publishers and retailers joined the Whisk network:

📜 BBC Good Food signed on.
🛒 Walmart launched on Whisk.
🥧 Pillsbury recipes became part of the platform.

Nick met Queen Elizabeth at Buckingham Palace.

And in 2017, Whisk got a royal audience. Nick met Queen Elizabeth, Prince Charles, Prince Harry, and Prince William—pitching them on bringing Whisk to Buckingham Palace. We’re still waiting to hear whether the royal kitchen made the switch!

2013–2014 – Whisk is born

Whisk officially hit the scene! Our iPhone and Android apps launched, making it easier than ever to save and shop for recipes on the go.

We started teaming up with some of the biggest names in food:

📺 Food Network
🌍 13 global Allrecipes.com sites
🛒 CPG giants like McCormick
🏥 Health brands like Ascensia and NHS groups

This was also when we kicked off our integration with Samsung Family Hub—planting the seeds for a future of smart, connected cooking. And WhiskAds launched, giving brands a way to reach food lovers at the moment of inspiration. Schwartz (McCormick UK) became our first advertiser.

Whisk’s first iPhone app.

2011–2012 – How it all began 🚀

Nick Holzherr, Whisk Founder and Head of Product.

Whisk started with a bold idea—and a 7.35 million-person audience. In the final of BBC’s The Apprentice 2012, Nick Holzherr pitched Whisk to Lord Sugar on national TV.

Lord Sugar of The Apprentice had some doubts. “It’s achievable, I get that. But so’s sending a man to the Moon. What are we going to get out of it at the end? Who could be bothered with it?”

But Nick believed in his idea—and kept going.

He didn’t win, but the idea got people talking. Media, investors, and food lovers saw the potential, and momentum started building.

With that, Whisk’s journey began. The first investment round was secured, the first office opened in Birmingham, and development kicked off with a small but mighty team.

Nick Holzherr and Craig Edmunds built the early prototypes, and when Viktor Taranenko joined as the first hired developer, he quickly became Whisk’s CTO.

The UK food blogging community played a huge role—testing, giving feedback, and even integrating Whisk into their blogs.

The idea was out there. Now, it was time to build.

Whisk received a large amount of media coverage across top UK newspapers, magazines, and industry press.