Tyson Foods is among the first food and beverage companies to ink a deal with digital meal planning service eMeals.

Tyson joins Coca-Cola and the Francis Ford Coppola Winery in a new promotional program

designed to help food and beverage companies increase penetration in the online grocery channel.

eMeals’ BrandBuilder program uses recipe discovery on the service’s 15 weekly meal plans, shoppable recipe content with brand placement on eMeals shopping lists and associated promotional opportunities to help brands build their online presence, according to eMeals.

Tyson Foods is using the BrandBuilder program to drive online visibility and sales of its Tyson Chicken, Hillshire Farm and Ball Park Franks brands.

When an eMeals subscriber selects a recipe in any of the Tyson product categories, the branded recommendations are automatically placed on the weekly eMeals shopping list for easy one-tap online grocery fulfillment by Walmart, Kroger, Amazon, Instacart or Shipt or for use for in-store shopping. The same benefits are available to other brands.

“eMeals has one of the best integrations I’ve seen for shoppable recipes, and that is helping us remove some of the friction between recipe inspiration and the actual grocery purchase,” says Genevieve Mazzeo, who works in digital commerce for Tyson. “The more friction we can remove, the better for us as a manufacturer, for our retail partners, and ultimately for our shoppers.”