Tasty quickly became the world’s largest food network, known for its viral top-down videos and massive Facebook following. At BuzzFeed Product Labs, our task was to turn this cultural phenomenon into a scalable business. With millions of organic views per video, we saw the opportunity to build physical products that could live inside Tasty’s content, transforming passive engagement into active revenue.
Created at BuzzFeed Product Labs, NYC
CUSTOM COOKBOOKS
We launched Tasty’s first customizable cookbook: a printed, on-demand product where fans could select their favorite recipes, add a dedication, and personalize it with emojis—all just in time for the holidays. The success of this product laid the groundwork for deeper commerce integration.
TASTY JUNIOR
To expand the brand, we created Tasty Junior—a kid-friendly version of the cookbook featuring hand-drawn illustrations and customizable covers. It brought Tasty into family kitchens and empowered a new generation of home chefs.
COOKING KITS
As meal kit startups boomed, we developed Tasty Cooking Kits focused on entertaining. From pizza parties to baking nights, each kit came with essential tools and exclusive digital content, offering beginners a fun, low-pressure way to start cooking.
RETAIL LAUNCH AT WALMART
Our biggest leap came through a major partnership with Walmart: a full line of Tasty-branded cookware. Designed for everyday cooks, the collection featured bold colors, playful design, and tools tailored to Tasty’s 2,700+ recipes. It was a breakthrough in retail strategy, extending Tasty from a digital platform to the kitchen countertop.
Tasty is a social culinary brand that creates viral recipe videos, cooking tutorials, original shows, and approachable kitchenware and food products.
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Designed at
BuzzFeed, NYC
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Creatives
Head of Design: Viresh Chopra
Senior Designer: Michael Kilian
Illustrations: Ivy Tai -
Photography + Videos
Spry + Mighty
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Cookware Vendor
Epoca International