The growing world of food content has become a gateway for people to explore their inner foodie. Now, more than ever, palates are expanding due to the wide array of recipes and new foods discovered online and through social media. 

Hoping to bridge premium food content and commerce is flavrs, the first shoppable-video platform for foodies. The app allows users to purchase ingredients through a custom integration with Instacart, making it easy to replicate recipes from food content videos. 

flavrs was designed to provide foodies with one central digital ecosystem where quality food content can be discovered and recipes can be learned. Along with in-app shoppability, the platform has partnered with renowned chefs and creators such as Eric Ripert, Andrew “Babish” Rea, Jamie Milne from Everything Delish, Davon Moseley from Royale Eats and more, to give users premium video recipe tutorials.

The goal of flavrs is to inspire consumers to "Watch, Shop, and Eat" with expanded offerings like a digital cookbook, meal planning and grocery shopping tools delivered through a custom, intuitive food-centric experience made especially for foodies. 

The app was created by co-founders Alejandro Oropeza (CEO) and François Chu (CTO), who connected through a shared passion for food and genuine desire to elevate chefs and creators while improving the shopping experience for food lovers worldwide. Oropeza is a trained chef and former Global Head of Creator Marketing at YouTube while Chu has extensive experience in commerce as a former Engineer at Google Shopping and Product Manager at Plaid.

"I've spent my life surrounded by food. I grew up in Mexico City in a family of restauranteurs and chefs and began cooking at age 7 as a way to express myself. Francois and I strongly believe in the power of food as the ultimate, most universal human experience. Later on, I had the privilege of helping shape the creator ecosystem at YouTube. Launching flavrs is truly a culmination of our life's work, and Francois and I couldn't be more proud to offer creators and foodies alike a home where they can Watch, Shop, and Eat," said Oropeza. "It is also remarkable that in an industry where diversity continues to be a huge challenge, flavrs has two immigrant founders and a cap table where over 90% of the capital is represented by partners who identify as female and/or people of color. We look forward to creating an experience that celebrates and amplifies more people, ideas, and cultures around food."

Currently, the beta version of the platform is available in the App Store while aspiring flavrs content creators can sign-up at flavrs.com/creators to join their roster of established talent.