ROCHE BROS. AND FOODILY LAUNCH POPCART FOR GREATER BOSTON AREA SHOPPERS

Today Foodily, the world’s largest social recipe network, has partnered with Roche Bros., a high-quality, regional grocer, to create a seamless recipe browsing and shopping experience for people in the Greater Boston area. With this new partnership, grocery shoppers will be able to use a Popcart for Roche Bros. bookmark to instantly add the ingredients from any online recipe to their Roche Bros. online shopping cart with one click.

“Popcart provides our customers with a simple solution to easily shop for all the ingredients needed to make any recipe they find online,” said Geoff Farrington, Ecommerce Operations Manager of Roche Bros. “This new tool, plus the quality ingredients from Roche Bros. Home Delivery make a ‘recipe’ for success for our customers.”

Popcart addresses consumers’ top behaviors, desires and pain points around preparing and shopping for food: 86% of home cooks find recipes online and, over the past 10 years, the number of consumers who say shopping for ingredients is the hardest part about getting dinner on the table grew 24%. (Allrecipes Measuring Cup Reports)

How it works:

● Download the Popcart Chrome Extension or bookmarklet

● Click “Popcart it” any time you are on a recipe and want to shop for the ingredients

● Hit “Add-to-Cart” and the order goes to Roche Bros. for pick-up or home delivery

“Popcart is dedicated to removing the friction of shopping for recipes and making it fast and easy to be a well-prepared cook,” said Andrea Cutright, CEO of Foodily. “Moving from browsing inspirational recipes online to getting each one of those ingredients into your kitchen can be a tedious process. Now Popcart sends all the ingredients to Roche Bros. for delivery, so what used to take one hour now takes minutes.”

In addition to rolling out Popcart in this new market, Foodily has expanded the technology with smart substitutions. Starting today, Popcart introduces ingredient substitutions that recognizes an out of stock ingredient you’re shopping for and finds in-stock alternatives. Plus, Popcart is smart enough to recognize pantry staples like oil and salt, and therefore will not automatically add them to your cart.

Try Popcart now: http://www.getpopcart.com/roche

About Roche Bros.

Headquartered in Wellesley, Mass, Roche Bros. is a family business, employing over 4,600 associates in their 20 Roche Bros., Sudbury Farms and Brothers Marketplace grocery stores. Roche Bros. offers the highest quality perishables, favorite food brands, full service catering, and Home Delivery. Second generation owners Rick and Ed Roche carry on the family tradition, operating Roche Bros. with pride, and bringing home delicious, quality food to their family table. www.rochebros.com

About Foodily

Foodily is the only recipe network informed by friends and popular tastemakers - giving people a single place to discover, compare, and shop millions of recipes using the Popcart feature. Use Foodily to follow friends and food experts who inspire you, see a constant feed of popular recipes you’d like, and purchase the ingredients for any of the recipes you discover. Foodily is driven by a super-charged team of structured data and personalized index experts that power well-designed food experiences for our partners. The company is based in San Francisco and is backed by leading venture capital firm Index Ventures. You can follow Foodily’s Popcart on Facebook and Twitter.