CHICAGO — The Independent Grocers Alliance (IGA) has launched a new Family Meals Made Easy recipe platform powered by Grocery Shopii on

The new platform provides the retail grocery industry the following top three benefits:

  1. Retailers can make meal planning more accessible and convenient for shoppers.
  2. The recipes are more impactful for IGA’s independent grocery retailers who can share the shoppable content across their owned media platforms.
  3. IGA can better meet the objectives of its Red Oval partners, CPG companies that help independent grocery retailers increase sales with tailored marketing campaigns for shoppers.

“IGA is giving food brands the opportunity to get in front of a shopper in the micro-moment when they are making a decision on what they will cook for dinner tonight,” said Katie Hotze, CEO of Grocery Shopii.

The Family Meals Made Easy platform’s three main benefits for consumers are the following:

  1. Curated seasonal recipe content featuring the nation’s top brands and recipe influencers
  2. Nutritional and serving size information
  3. Shopping list functions for in-store shopping

The content from the new recipe platform will be shared across IGA-owned media channels, including:

  • Recipe Club newsletter
  • IGA National Digital Ad
  • Social media accounts
IGA online recipe platform screenshotSource: IGA

“Online recipes are increasingly important for at-home meal planning and grocery shopping, with more than half of shoppers using online recipes more now than last year,” said Michael La Kier, IGA’s vice president of brand development. “Recipes are among the highest performing content a brand can share online. The new Family Meals Made Easy platform will transform recipe content into more engaging moments that translate into increased shopper satisfaction and sales for CPGs and our independent retailers alike.”

According to the alliance, this launch is only the first step in a plan to extend the recipe platform to individual retailers’ websites to enhance their e-commerce operations.

“The end goal is to empower our independent grocery retailers with a new channel that generates engaging content for shoppers and more revenue for the retailer,” La Kier said. “The Family Meals Made Easy platform is one of many new ways we’re working with CPG partners to attract shoppers and increase sales at independent grocery retailers, which represent over one-third of the grocery industry with more than $250 billion dollars.”