CookUnity, the chef-to-you service delivering meals to customers’ doors, has acquired flavrs, a shoppable-video platform built for food discovery. The move brings video storytelling directly into CookUnity’s ordering experience, giving subscribers a new way to engage with chefs and their food before placing an order.
As short-form video becomes a primary way consumers discover recipes and restaurants, how people decide what to eat is shifting. It’s not just about the dish itself, but the story, craft, and creativity behind it.
CookUnity’s celebrity chefs in New York City are already using flavrs. Chef Aarthi Sampath shares the inspiration behind her signature biryani, while Chef John DeLucie offers hot takes on his favorite pasta shapes—and the ones he refuses to cook with.
Flavrs was founded by former YouTube Head of Growth Alejandro Oropeza and Google engineer Francois Chu. Each video links directly to real-time menus, nutrition information, and user preferences, allowing subscribers to move from inspiration to purchase.
“We’ve always leveraged technology as a catalyst for creativity at CookUnity. With this new shoppable-video experience, we can inspire food lovers to explore the incredible world of flavors our community creates. It’s a powerful step toward making culinary discovery as exciting and personal as the meals themselves,” said Mateo Marietti, founder and CEO of CookUnity, in a statement.
“From the moment we met Mateo and the CookUnity team, it was clear we shared the same vision, a deep love of food, community, and empowering creators,” said Alejandro Oropeza, co-founder and CEO of flavr in a statement. “Together we can build the category-defining food platform, where chefs and creators can share their craft, tell richer stories, and inspire millions of eaters to try new cuisines.”
Customers get to choose weekly plans ranging from four to 16 meals, selecting from dozens of options tailored to their dietary preferences.
The acquisition builds on CookUnity’s recent momentum, including up to $250 million in non-dilutive funding from General Catalyst, expansion across the U.S. and Canada, and more than 75 percent year-over-year growth in total meals.
New and celebrity chefs continue to join the platform, adding to a roster that already includes Chef Marcus Samuelsson, Cora Cora, and others.
