Indonesia’s IDN Media launches Yummy App, a recipe app for millennials

IDN Media, an Indonesian multiplatform media company targeting millennials and Generation Z, has launched a recipe app called Yummy App. The app is an extension of Yummy, the company’s latest media property that publishes food content and recipes for its 3.3 million followers on Facebook and Instagram.

The company claims that the app has been downloaded almost 150,000 times since its beta launch last month.

Photo credit: IDN Media

“We envision that Yummy App can help all millennials and Gen Z in Indonesia to cook well, eat well, and live well,” said Winston Utomo, CEO and co-founder of IDN Media.

Through the app’s Cook feature, users can pick recipes based on available ingredients, budget, cooking time, or portions. The app also has built-in social features that let users upload their own recipes and earn Yummy Points, which can be exchanged into cash. Users can also follow their friends’ accounts.

Founded in 2014 by brothers Winston and William Utomo, the company has grown from a single blog to a total of four media properties, as well as three companies that handle the business side. Its flagship site, IDN Times, attracts 38.5 million unique visitors per month.

Its latest funding came last January in a series C round led by EV Growth, with participation from Line Ventures, the corporate venture capital arm of messaging app Line.