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Yummly Launches in U.K., Dishes Up Recipe Personalization Overseas

U.K.-Specific Sources, Measurements and Advertising Provide a Custom-Built Experience

REDWOOD CITY, CA -- (Marketwired) -- 01/15/14 -- People in the U.K. can now sharpen their cooking skills with Yummly, (http://www.yummly.com), the leading digital kitchen and recipe discovery platform. Today, the food technology company announced its robust recipe tool will be available in the U.K., via web and an iOS app. This is the first step in Yummly's path to create a global index for food and ingredients, marking the company's entrance into the international market and extending its audience beyond the more than 15 million monthly unique visitors in the U.S.

"Yummly already has incredible traction in the U.S. market and expansion into the U.K. aligns with our mission to make Yummly the ultimate global search and discovery tool for recipes," said Kate Holmes, head of international at Yummly. "Developmental factors like similar language and the ability to convert measurements make the U.K. market the perfect fit for the first global platform."

The food technology company will bring its proven successful data-driven approach to understanding recipes and food by optimizing their product to meet U.K.-specific cooking needs for both consumers and brands. The Yummly U.K. site will include local recipe sources, imperial units of measure and provide U.K.-specific ads from the top food brands.

Further research on the U.K. market influenced product decisions. To delight U.K. taste buds, Yummly created browse categories, enhanced search filters, like 'Mexican' and 'Sunday Lunch', and tailored recipe sources, based on U.K. users affinity for spicy foods and group dinners on the weekends. Additionally, Yummly optimized its iOS app, due to the high mobile penetration in the U.K.

For consumers, they will have access to more than one million unique and U.K.-specific recipes that can be filtered by nutrition, season, and taste preference from the top food sites as well as niche blogs. They will also have access to recipes from the top food brands they know and love, like Knorr and Bertolli.

"Our goal is to be the essential kitchen tool for everyone, and that means truly understanding and speaking local food languages," said Dave Feller, CEO of Yummly. "Our technology is becoming increasingly powerful as we expand our global presence and launching in U.K. is just the first step to creating a globally accessible platform for recipes, food and taste."

Yummly U.K. is available to sign up at www.yummly.co.uk or download iOS app in the Apple App Store.

About Yummly
Yummly's mission is to create the ultimate digital kitchen platform. Headquartered in the heart of Silicon Valley, Yummly is backed by Physic Ventures, Unilever Corporate Ventures, First Round Capital, Harrison Metal Capital, and Intel Capital. Its founding angel investors and advisory board include: Jeff Jordan (partner at Andreessen Horowitz), Bill Cobb (CEO, H&R Block), Justin LaFrance (StumbleUpon), Marcia Hooper and Brad O'Neill (CEO, TechValidate). For more information, visit www.yummly.com.

Connect with Yummly:
Read the Yummly Dish blog: http://blog.yummly.com
Visit us on Facebook: www.facebook.com/yummly
Follow us on Twitter: www.twitter.com/yummly

Yummly is a trademark of Yummly Inc. and may be registered in some jurisdictions. All other trade names or trademarks used herein are recognized to be the property of their respective owners. All rights reserved.

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Contact:
Shelby Hollister
Yummly
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