We are so thrilled to announce a few exciting updates:
We have a new business name & a fancy new look - introducing Appetise!
For the past 3 years, MenuAid as a brand has served us well, however, we want to always be improving. So we’ve decided to change our name to Appetise, which represents our passion for making meal planning and shopping into an exciting and inspiring experience. Food should never be boring!
This new brand name will also help us grow and take on the world. We started in wonderful New Zealand, have recently launched into Australia, and are now eyeing up UK and Asia!
While our name & look has changed, we’re the same old us with the same old mission: helping you to eat better.
We have dropped all subscription fees for our platform!
Right from day 1, our mission was to bring affordable & nutritious meals to as many people as possible. And we knew that the $4 weekly fee was a barrier for many people, so we’ve been working hard to remove this!
We had a quick chat to Toby Hilliam, our Appetise CEO about why this decision has been made:
“With so many people struggling with the cost of living, we thought we would do our bit to help, and open up the Appetise tool to everyone” Toby said.
“Planning out meals is hard. You need to balance cost, health, time, meal prep, variety and more. It can be overwhelming to think about. Appetise offers an option where you don’t have to worry about all that. It’s a helping hand that recommends recipes specific to your dietaries and eating goals, instantly creates a shopping list for you, and all the while saves you money,”
“We have created something really cool, that uses personalisation to take the stress out of the weekly shop, while helping people save money, and achieve their food goals,”
We are so proud to already be an essential part of the Kiwi mealtimes and are now taking on the Australian market too. To supercharge our business growth we’ve recently taken on a $4m investment of growth capital from Icehouse Ventures and OIF in a highly oversubscribed round investment round.
This evolution of our brand marks a renewed focus on getting the best food experience for our members. As well as providing our highly loved meal planning & smart shopping platform, we are now also sharing insights on food trends, favoured ingredients and recipes with food producers.
“Food is an intensely personal experience. Each consumer has individual likes and dislikes that brands have no idea about. Appetise gives food companies a way to use insights to help them make better products and to connect with their shoppers,” Toby said.
While all Appetise information is anonymised, the level of insight on offer allows brands to look deeper into purchasing decisions and understand why those decisions are being made.
“It is a sad reality that over 90% of new food products fail, and a lot of that has to do with a lack of understanding of what consumers want and the speed at which food trends change. If we can help businesses get access to better information, we’re going to see happier shoppers and more sustainable local food brands.” Hilliam said.
And while there has been a lot of recent change in the business, one thing still stays the same. Our team remains laser focused on making it easier for consumers to eat healthy, save money and reduce the stress of the weekly shop, Toby said.
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