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Diced

Recipe library and cooking platform

1-20 employees
  • B2C
  • Lifestyle
  • Food
  • Training
  • Mobile
  • Consumer Goods
Belsize Park, London, UK

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Company mission

Diced are building the true digitisation of the cookbook. Bringing the world's best chefs and content creators into your kitchen and providing home cooks with recipes they can trust and a digital experience that makes cooking easier and more fun.

Our take

More people than ever over the past few years have been turning to online recipes to refresh (or develop) their cooking skills. With social media short-form cooking content proliferating, and the rise of cult cooking shows like Bon Appetit, content production is also on the up. This, however, can create a lot of noise - and digital cooking platform Diced is hoping their solution will provide a much needed way of cutting through it.

The company, led by a staff with extensive experience at Deliveroo, will be pairing up with vetted, leading chefs and recipe creators to provide pre-approved, quality recipes. What sets them apart from the other online recipe sources and bloggers doing precisely this, however, is a novel digital product providing mobile-first, step by step formats, with grocery integration and voice-command capabilities.

Diced’s platform is still in development, so precisely what form this product will take, and how practicable it will prove for the growing number of self-taught home chefs, remains to be seen. Certainly it is an interesting development on the tried-and-tested recipe website model.

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Kirsty

Company Specialist at Welcome to the Jungle

Benefits

  • Pension
  • Equity
  • 25 days holiday

Leadership

Justin Lansberger

(Co-founder)

First employee at Deliveroo. Working across a range of commercial roles, launching the APAC business as GM of Hong Kong, before leading the Global Business Development function

Daniel Fruhman

(Co-founder)

Employee #5 at Deliveroo, leading the expansion of the Northern business, before moving into Product team. Co-founder and ex-COO of BCB Group crypto bank (current val. $200m)

Max Connolly

(Co-founder)

5+ years at Deliveroo working across a range of roles in Operations, Global Strategy and Global Business Development. Scaled riders from 10k to 100k+, and working on partnerships with Global restaurant brands