Instacart has introduced “Immersive Feed,” a new short‑form, vertical video feed that showcases meals and recipes within retail storefronts on the platform.
The experience allows customers to scroll, discover and shop meal ideas with seamless add‑to‑cart functionality. The feed is currently in pilot with select brand partners.
“For more than a decade, people have come to Instacart for unmatched convenience, selection, and quality from their favorite grocers, and we’ve seen firsthand how much they love discovering new meal ideas and recipes along the way,” said Ali Miller, general manager of advertising at Instacart.
“Snackable vertical video has transformed how people get inspired with new recipes or the latest food trends to bring into their kitchen. Our Immersive Feed brings that familiar experience directly into our shopping journey. Now, our brand partners can meet consumers at the moment of inspiration through our latest ad experiences that make it effortless to move from discovery to purchase.”
Content for the feed comes from Instacart’s 9,000‑plus brand partners. First brand partners piloting include Hellmann’s, Kettle & Fire, Rachael Ray Nutrish, and Siete Foods. The platform plans to expand to organic content through third‑party partnerships and sponsored creator integrations. Brand partners can launch Immersive Feed campaigns directly through Instacart’s Ads Manager, using existing vertical video assets or creating new ones.
Existing Instacart Inspiration Ads data shows the potential of such content: Recipe Ads deliver an average of 78 percent out‑of‑aisle impressions and 43 percent new‑to‑brand sales. Occasion Ads drive an average of 90 percent out‑of‑aisle impressions and 36 percent new‑to‑brand sales.
“At Hellmann’s, we know consumers are increasingly discovering recipes and food trends through short‑form video, and Instacart’s new Immersive Feed brings that behavior directly into the shopping experience,” said Cassie Booth, retail marketing at Unilever (Hellmann’s).
“This tactic enables us to go beyond inspiration by pairing recipe videos with easy add‑to‑cart functionality, resulting in a seamless purchase journey.”
Niccoló Gloazzo, director of media and omnichannel at Kettle & Fire, commented, “Consumers don’t just want inspiration – they want an easier path from discovery to dinner. Instacart’s Immersive Feed pairs the kind of recipe and creator content our community already loves with a seamless shopping experience.”
[RELATED: Instacart Expands Fulfillment Pro With New Picking, Delivery Tools]