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Instacart partners with the Food Network for recipe-ready deliveries

Instacart partners with the Food Network for recipe-ready deliveries

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Competing with Blue Apron and Hello Fresh

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Instacart is teaming up with the Food Network to make it easier to order ingredients for specific recipes. The company says it's integrating with the TV channel's web tools, including Recipe Box and Grocery List, so you can better plan meals, with an Instacart shopper doing the work of mining the store aisles for every item.

The partnership should help Instacart better compete with recipe- and meal-delivery companies like Blue Apron and Hello Fresh. Those services package up all the necessary ingredients for a meal and ship them to customers, typically twice a week for around $10 a meal per person. The goal is to stop you from wasting food (and eating unhealthily) while alleviating the hassle of grocery shopping. Instacart already does the latter, but now it will have the added benefit of letting you manage your weekly meal planning.

Instacart wants to be more accommodating to meal planners

Instacart isn't going so far as to specially manage ingredient amounts, so you still have to be wary of ordering more than you need. But the company does want users to turn to its service if they, say, want to host a last-minute barbecue and don't feel like picking up every necessary item themselves. The company makes money by charging one-time delivery fees. So if Instacart can become more casual and easier to use, it will move from being just a grocery delivery company to a service that can handle smaller and specific food orders on a more frequent basis.