It seems a little strange for a digital media company to attempt to sell you a fancy hot plate, but this is part of BuzzFeed Product Labs, which was made last year following the acquisition of e-commerce start-up Scroll. The team’s goal is to try out different commerce initiatives to determine what works for BuzzFeed.
For that reason, the One Top is bound to Tasty, Buzzfeed’s super-popular cooking brand — according to Tubular Labs, Tasty gets 2.3 billion video views every month. Along with unveiling the One Top, BuzzFeed is releasing the new Tasty app, which incorporates nearly 1,700 video recipes. (The app is launching on iOS, with plans for an Android version in the future.)
So you can check out a recipe in the app, and then cook it using the One Top. BuzzFeed explains the One Top as a Bluetooth-enabled induction cooktop, which supports cooking with pots and pans as well as sous vide. For excellence cooking, the One Top also monitors the temperature of the pot or pan and comes with a thermometer to monitor the internal temperature of the food.
If you think why the One Top has this pentagon shape, the site has a simple explanation: “Because of Instagram.”
And no, BuzzFeed didn’t develop the machine by itself — it worked with GE Appliance’s First Build team.
“With the backing of GE Appliance’s first build department, and the wide consumer product experience of our product labs team, we had the boldness necessary to invest in the project and develop something we think will be of assistance for our audience and their families,” said Ben Kaufman, the head of BuzzFeed Product Labs, in an emailed statement.
He also suggested that “Tasty’s strong brand and enormous fan base give it almost countless avenues for expansion — from cookbooks to licensing to consumer tech.”
The plan is to dispatch the Tasty One Top in November. The current pre-order cost is $149.