HELSINKI, Finland, April 3, 2012 /PRNewswire/ --

Personalised social shopping platform for groceries lets you shop from the comfort of your living room

Digital Foodie, a Finnish startup based in Helsinki, has launched an iPad version of Foodie.fm, the world's first personalised social shopping platform for groceries. Foodie.fm is an online community that helps consumers shop smarter and eat better. For grocery retailers Foodie.fm is a service that helps them engage more transparently with their customers to build customer loyalty.

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"iPads have changed the way we use mobile devices and where we use them. Most people use their iPads in front of the TV or in the kitchen. The iPad is an ideal device for browsing and following recipes, as well as shopping for groceries while keeping in touch with friends," said Kalle Koutajoki, CEO of Digital Foodie. "Our goal is to make shopping for groceries easy, personal and fun. This is why we launched the iPad version of Foodie.fm."

The new iPad version has the world's first personalised product category browsing and shopping list capabilities that are based on users' eating and purchasing habits. Users can easily decide on the product category level they want to browse and shopping lists can be organised by aisle, recipe or product name. Shopping lists can also be accessed, updated and shared via other devices and kept in sync all the time. Users can also decide if they want to buy their food online or in store. The iPad's bigger screen also makes it an ideal tool for viewing recipes in Foodie while cooking.

"Creating shopping lists and finding inspiration for cooking or buying groceries has never been this easy. You can find products and recipes from your friends or from Foodie's personalised recommendations with just one swipe. Foodie.fm is the only service with such easy and social window-shopping capabilities," Koutajoki continues.

Foodie.fm's iPad version is currently available in Finland and it will be launched in the UK by autumn.

At the core of Foodie.fm is a patent pending recommendation server that learns from users' eating and purchasing habits and suggests recipes and groceries that match their taste profile. Foodie's smart tailoring also takes into account users' personalised preferences -- food allergies, intolerances, predilections and budget restrictions. Foodie.fm is linked to retailers' real time assortment giving users easy option to buy all the products seamlessly through the retailer.

In the UK, Foodie.fm is available as a beta and the product assortment is linked to Tesco through the Tesco API enabling the community a direct checkout with Tesco.com. In the UK, Foodie runs independently. In Finland Digital Foodie has created a close co-operation with S Group, one of the largest retail chains in Scandinavia and the leading retailer in Finland with a 44% market share, as well as with major brand partners.

Foodie.fm is currently available online and as Facebook, iPad, iPhone, Android and Nokia applications. Foodie is free for consumers to use and currently has 200,000 unique users.

About Digital Foodie Ltd.

Foodie.fm is a multi-platform service designed by Digital Foodie. It is a fully personalised social shopping platform used by major food-retailers and brands. For consumers, Foodie.fm is a free service linked to the real-time product assortment and checkout of a retailer empowering people to consume smarter and eat better. The core of the service is formed by highly personalised food and product recommendations that make everyday shopping easy and fun. For retailers, the Foodie.fm platform provides all the tools needed to run modern eCommerce operations and home deliveries. Foodie.fm is currently available on the web, Facebook, iPad, iPhone, Android and Nokia platforms. Digital Foodie is headquartered in Helsinki, Finland. Foodie.fm on the web at http:// www. foodie . fm