Unilever Food Solutions – Australia

How digital marketing was used to limit participation to a single segment.

How digital marketing was used to limit participation to a single segment.


Unilever Food Solutions works closely with chefs and distribution partners. Food Collective​, their ordering platform strives to increase sales of their brands through chefs by offering rewards for purchases. However the orders placed by the chefs during the working hours were seen to be very low.

UFS wanted to create a simple and intuitive system leveraging technology to increase orders.


Voice is gradually becoming the most widely used interface, evolving rapidly and finding more and more acceptance amongst consumers. Foreseeing this trend, we decided to build a full-fledged eCommerce solution based on voice.

We developed Voice Cart, a full-stack voice commerce solution to search/order products through voice-controlled assistants (Alexa, Google).


Digital initiatives

  • Developed headless eCommerce APIs that interact with the backend to do the job of querying catalogue, adding products, placing orders, etc.
  • Developed Custom Skills for Alexa to enable voice-based interactions with customers and taking necessary actions by invoking the appropriate API’s.
  • Alexa dots were installed in Kitchens where the chefs could ask for products and place orders any time in a seamless way. Voice messages and notifications were pushed to the end users based on context. This can be notifications for replenishing an item he has purchased earlier or a personalised message for cross selling or upselling a product.


A fully functional prototype of an emerging trend is ready for being rolled out to mass markets.