In The Netherlands we actually use “hectometerpaaltjes”, which translates to hectometer-signs. They are numbered signs placed on regional roads and highways every 100 meters, which is a hectometer. Although not a direct use of measurement, the term hectometer still is in active use this way.
Seriously though. It could be so easy: there’s a wealth of websites with huge collections of recipes. An app/feature like this from the supermarket company would potentially generate huge amounts of a traffic to such a site making a collaboration mutually beneficial. And yet, they go with some half-assed AI-“solution”, probably because the markering team starts moaning when AI’s mentioned.
That, or this was all intentional to go viral as a supermarket. Bad publicity is still publicity!