Business
Instacart Introduces New Shoppable Vertical Video Feed for Advertisers
Instacart (NASDAQ: CART), the leading grocery technology company in North America, today introduced "Immersive Feed," a new short-form, vertical video feed that showcases meals and recipes, currently in pilot as part of Instacart's suite of inspiration ads. Customers can now browse the video feed directly within their favorite retail storefronts on Instacart and seamlessly add items to their cart. The new experience gives consumers a familiar way to scroll, discover, and shop meal ideas on Insta
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New "Immersive Feed" Experience Gives Consumers a More Engaging Way to Discover and Shop Meals and Recipes Hellmann's, Kettle & Fire, Rachael Ray® Nutrish™, and Siete Foods Among First Brand Partners Piloting New Ad Surface to Drive Even More Inspiration and Conversion on Instacart SAN FRANCISCO and CANNES, France, June 22, 2026 /PRNewswire/ -- Instacart (NASDAQ: CART), the leading grocery technology company in North America, today introduced "Immersive Feed," a new short-form, vertical video feed that showcases meals and recipes, currently in pilot as part of Instacart's suite of inspiration ads. Customers can now browse the video feed directly within their favorite retail storefronts on Instacart and seamlessly add items to their cart. The new experience gives consumers a familiar way to scroll, discover, and shop meal ideas on Instacart, like finding the best appetizers to pair with rosé or planning a meal for seasonal occasions, such as a family summer picnic. "For more than a decade, people have come to Instacart for unmatched convenience, selection, and quality from their favorite grocers, and we've seen firsthand how much they love discovering new meal ideas and recipes along the way," said Ali Miller, General Manager of Advertising at Instacart. "Snackable vertical video has transformed how people get inspired with new recipes or the latest food trends to bring into their kitchen. Our Immersive Feed brings that familiar experience directly into our shopping journey. Now, our brand partners can meet consumers at the moment of inspiration through our latest ad experiences that make it effortless to move from discovery to purchase." Immersive Feed is designed to boost discovery, drive engagement, and unlock incremental reach across the Instacart Ads ecosystem. Content in the Immersive Feed will be provided by Instacart's 9,000+ brand partners, including Hellmann's, Kettle & Fire, Rachael Ray® Nutrish™, and Siete Foods, with plans to expand to organic content through third-party partnerships and sponsored creator integrations. Brand partners can launch Immersive Feed campaigns directly through Instacart's Ads Manager, using existing vertical video assets or creating new ones. Today's announcement builds on Instacart's existing suite of Inspiration Ads, designed to boost ou...