Yummly
Recipe and cooking app delivering personalized inspiration
- Strategy
- UX
- Visual Design
- Branding
- Development
- Video Production
- Marketing Creative
- Packaging Design
- Executive & Investor Communications
- 4 Webby Awards
- 2 Davey Awards
- 2 W3 Awards
- Acquisition By Whirlpool
Yummly began as a recipe discovery app. As the platform grew, so did user expectations. People wanted more than inspiration—they wanted real, personalized help in the kitchen.
From the daily “What’s for dinner?” question to managing ingredients and executing recipes, Yummly needed to evolve into a connected, intelligent kitchen assistant. The opportunity was massive, and the vision kept expanding.
ANML partnered with Yummly for over 10 years, growing with them from startup to acquisition by Whirlpool. As their core creative team, we shaped the vision, product, and brand across every touchpoint. We helped grow a user base of more than 50 million, supported the design of a platform with over 2 million indexed recipes, and led the experience IOS and Android as well as emerging platforms like Apple Watch, Apple TV, and Apple Vision Pro. Yummly was featured as App of the Day, named Editor’s Choice, and showcased in Apple’s in-store demos—reaching millions through premier visibility. Our role wasn’t just to design screens. It was to connect products, platforms, and people into one seamless ecosystem.
We designed Yummly Pro, a guided cooking experience where users follow step-by-step videos from celebrity chefs. It integrates with smart kitchen products, offering hands-free support and confidence at every stage of the cooking process.
To support launch and growth, we also designed landing pages and marketing materials that introduced the experience and clearly communicated its value. Every touchpoint—from product to promotion—was crafted to inspire, educate, and convert.
We designed a smart meal planner that helps users organize their week or auto-generates plans based on dietary needs, preferences, and pantry inventory. It removes decision fatigue and gives users a plan they can stick to.
We helped design an AI-powered feature that recognizes ingredients in real life and instantly suggests recipes. It turns leftovers into inspiration and helps users reduce waste while discovering new ideas.
Integrated with the meal planner, we designed a shopping list feature that adds ingredients in one tap. Users can then sync with Instacart to order everything directly. No toggling between apps, no missed items—just seamless execution.
Inventory Management: Know what’s in your kitchen
We designed tools to track what users have, what they can make, and what they need to buy. Inventory flows from pantry to planner to shopping list—connecting the full loop of everyday cooking.
Yummly Thermometer + Packaging: Hardware, perfectly cooked
We designed the app experience for the Yummly smart thermometer and led creative direction across packaging and industrial design. The result is a product that fits naturally into the broader cooking experience and ensures perfect results every time.
We designed a flexible search system that guides users through filters and preferences, narrowing options without overwhelming. It balances simplicity and depth, helping users find the right recipe faster.
Our onboarding featured standout visual design, smart personalization, and an incredibly high completion rate. It became a model in the category and helped drive early engagement during a critical growth period.
Created to unify and accelerate Yummly’s design and development efforts, Pasta introduced a shared source of truth that eliminated duplication, reduced maintenance headaches, and brought designers and engineers into perfect sync. The result? Faster feature launches and a more agile organization.
Over 10 years, Yummly evolved from a recipe app into one of the most innovative kitchen platforms in the world. ANML supported the transformation through strategy, UX, design systems, branding, packaging, and marketing. Our work helped drive sustained user growth, major platform recognition, and Yummly’s acquisition by Whirlpool in 2017.
"I have worked with ANML for many years. The team is incredibly talented, easy to work with, and fun to collaborate with. We owe much of our acclaimed app success and visual language to the hard working team at ANML. They are truly, the best of the best."
Yummly