Wonder, the food delivery startup led by Marc Lore, has acquired media company Tastemade for around $90 million. The deal gives Wonder access to Tastemade’s content studio, production company, and advertising business. It furthers its vision of creating an AI-driven “mealtime super app” seamlessly integrating content, commerce, and food delivery.
Why Wonder Acquired Tastemade
Tastemade, founded in 2012, has built a strong digital presence through food, travel, and lifestyle content, including streaming TV channels and social video. By acquiring Tastemade, Wonder is positioning itself to merge content with commerce, enabling consumers to order meals inspired by what they see on screen.
The acquisition follows Wonder’s previous purchases of Blue Apron and Grubhub, reinforcing its strategy of consolidating food-related services under one ecosystem. Wonder envisions a future where its AI-driven platform can autonomously recommend and order meals based on a user’s health data, dietary goals, and budget.
Advertising & Retail Media Play
Beyond food delivery, the deal also signals Wonder’s ambition to build a robust advertising business. With Tastemade’s digital audience of 160 million social followers and 13 million monthly streaming viewers, Wonder now has a valuable media asset to attract advertisers. Tastemade CEO Larry Fitzgibbon will stay on as EVP of media, advertising, and content at Wonder, overseeing the integration of Tastemade’s ad business with Wonder’s growing food empire.
Looking Ahead
Wonder has raised $1.6 billion in funding and is positioning itself as a next-generation competitor to Uber Eats, DoorDash, and GoPuff. The company is betting on the convergence of media and commerce by blending entertainment, AI-driven meal personalization, and a growing network of food brands.
The acquisition sets the stage for a new era of interactive food experiences, where watching a cooking show could soon translate to an instant meal delivery. Whether consumers embrace this vision remains to be seen, but Wonder is making a bold play to reshape the future of food.
