Silverpush Acquires Recipe-Sharing Platform BetterButter

Silverpush has announced on Wednesday that it has acquired BetterButter, which is an Internet recipe-sharing company.

By acquiring BetterButter, Silverpush enters the media content segment. No financial details were provided by Silverpush regarding the acquisition.

BetterButter’s recipes will be integrated with Silverpush’s video advertising solutions. This will help consumer goods brands in better engaging with their audiences.

Hitesh Chawla, CEO of Silverpush, said – “This acquisition will help us develop our supply-side efforts regarding delivery of more engaging content to our clients. It will help us make marketing more effective for our clients and enable them to directly engage with their audience.”

BetterButter, founded by Bedi and Laiq in 2015, enables users to share their recipes and at the same time discover new ones.

Sukhmani was previously associated with big organizations like IMF and Phillips. Laiq worked with Hermes PE and with Lok Capital. Growx Ventures, an investment firm based in Delhi, seed funded BetterButter in 2015.

Silverpush, founded in 2012, was funded by Japan-based FreakOut IDG Ventures among others. Later in February 2014, Palaash Ventures and other investors funded Silverpush. About $1 million was raised at that time.

To help brands and marketers effectively connect with consumers, Silverpush makes use of AI-powered products. With its offices across the globe, Silverpush offers cutting-edge solutions for TV, digital platforms and e-commerce.