This is just weird, Whirlpool have apparently agree to buy the US digital recipe platform Yummly in what is widely regarded as a move to strengthen Whirlpool’s digital offering on connected appliances.
Quite how a digital business fits with a physical one like Whirlpool, we have no idea.
Whirlpool do however get access to more than 20 million users.
Brett Dibkey from Whirlpool said, “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.”
The deal is expected to be completed in May this year and no details on how much Whirlpool paid for it have been released.
