Food-delivery company Wonder announced a deal to acquire independent media firm Tastemade, which produces original content spanning food, travel, and home and design.
Financial terms of the deal weren’t disclosed. Wonder is buying Tastemade for about $90 million, according to sources, as first reported by the Wall Street Journal. According to Wonder, the integration of Tastemade’s content studio — and its audience of 160 million followers across social platforms and 13 million monthly viewers across streaming channels — will let it “continue to build its vision of the super app for mealtime.”
Tastemade co-founders Larry Fitzgibbon and Steven Kydd will both join Wonder and assume executive roles at the company. Fitzgibbon will continue as CEO of Tastemade and assume the title of EVP of Wonder Media, Advertising and Content. Kydd will join as co-founder, president, head of business development and International at Tastemade. The Tastemade team will report to Daniel Shlossman, Wonder’s chief growth and marketing officer.
Founded in 2012 and based in L.A., Tastemade operates four free, ad-supported streaming television (FAST) channels — Tastemade, Tastemade Home, Tastemade Travel and Tastemade en Español — which are available in more than 65 countries and more than 250 million households worldwide. The Tastemade streaming library contains more than 1,000 hours of original streaming TV content with shows from chefs like Andrew Zimmern, Alison Roman, Jamie Oliver and Frankie Celenza.
Wonder has raised a total of $1.6 billion in funding since it was founded in 2018. In November 2024 Wonder announced an agreement to acquire food-delivery service Grubhub in a deal with an enterprise value of $650 million (including $500 million of senior notes and $150 million cash). Wonder acquired Blue Apron, a meal-kit subscription company, in 2023.
“Wonder’s acquisition of Tastemade is the next step in our vision to create the super app for mealtime,” said Marc Lore, founder and CEO of Wonder, in announcing the pact. “Tastemade has built an expansive audience, award-winning creative studio and incredible network of partners that will enable Wonder to create more curated digital experiences, building a media network that captures our mission to make great food more accessible.”
Tastemade plans to tap into Wonder’s intellectual property, brands and “unique chef relationships” (including with Bobby Flay, Jose Andres, Nancy Silverton and Marcus Samuelsson) to “create compelling new shows for viewers across its social platforms and streaming channels, as well as to directly engage with Wonder’s existing customer base.”
“Propelled by a unified vision, this acquisition represents an incredible opportunity for both Tastemade and Wonder to leverage our strengths and elevate our storytelling and retail capabilities to new heights,” said Fitzgibbon in a statement. “Together, we will build a platform that seamlessly merges the joy of watching with the convenience of having dinner delivered right to the door.”
Pictured above: Chef Jamie Lauren in Tastemade’s “Make This Tonight”
