Food delivery startup Wonder has officially acquired media company Tastemade in a deal valued at approximately $90 million. This strategic move, reported by The Wall Street Journal, integrates Tastemade’s extensive library of food, travel, and home-focused video content into Wonder’s growing ecosystem.
Strategic Expansion of the Mealtime Ecosystem
Founded in 2012, Tastemade brings a robust infrastructure to the table, including a production studio, a content creation arm, and an established advertising business. By acquiring these assets, Wonder aims to significantly amplify its brand reach and engagement levels.
Wonder, led by founder and CEO Marc Lore—the former head of e-commerce at Walmart—is aggressively pursuing its vision of a “mealtime super app.” The company’s goal is to transition into an AI-driven platform capable of curating personalized dining recommendations and automating the ordering process directly from Wonder’s specialized kitchens.
Convergence of Content and Commerce
The acquisition signals a shift toward “shoppable media.” Future iterations of the Wonder platform could allow users to seamlessly order a meal while watching a chef prepare the exact same dish on a Tastemade streaming channel. This integration leverages Tastemade’s network of free, ad-supported streaming television (FAST) channels to create a direct path from content consumption to transaction.
Wonder’s Aggressive Growth Strategy
This deal follows a series of high-profile acquisitions by Wonder, including the purchase of meal-kit company Blue Apron and the food delivery platform Grubhub. With a total of $1.6 billion raised to date, Wonder continues to consolidate food technology and media assets to dominate the competitive meal delivery landscape.