yummy

What yummy does

Yummy OÜ is an Estonian direct-to-consumer meal kit subscription service operating exclusively within Estonia from a centralized facility in Lehmja (Harju maakond). The company, formerly known as Clean Kitchen and rebranded to Yummy, delivers weekly pre-portioned fresh ingredients paired with recipes to consumer households, with two box size tiers (1-2 people and 3-5 people) and free nationwide delivery across Estonia. The service is structured as a flexible recurring subscription with skip-week and pause-anytime mechanics, targeted at families and busy individuals seeking to avoid meal planning and grocery shopping while cooking at home. Revenue is generated through subscription billing on a monthly cadence, supplemented by gift card sales (Kinkekaardid) as an acquisition channel; a KAST20 promotional code offers 20% off the first box, and a recurring sweepstakes (prize value up to €4,608) drives top-of-funnel acquisition. The company positions itself as AI-powered for personalized meal planning based on taste preferences and family dietary needs, though no proprietary AI models, patents, or technical infrastructure are disclosed. Customer acquisition runs through the e-commerce storefront (yummybox.ee), a member portal (members.yummybox.ee), and organic social channels on TikTok, Instagram, and Facebook under the @yummyboxeesti handle. Yummy has raised approximately $3.73M in disclosed venture funding across three rounds from Startup Wise Guys and DEPO Ventures between 2021 and 2023.

Name

yummy

Legal name

Yummy OÜ

Website

https://about.yummy.eu

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Yummy is an Estonian direct-to-consumer meal kit subscription service delivering pre-portioned ingredients and recipes to households across Estonia, serving families and busy home cooks via flexible weekly subscriptions with nationwide free delivery.

Ownership category

akta.pro rank

Product category

Meal Kit Delivery Services

NAICS

Special Food Services (7223)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)

akta.pro secondary industries

Meal Kits & Recipe Box Delivery (CRAFAFAD), Meal Kits & Recipe Box Subscriptions (AFAIANAA), Retail Meal Kit (In-Store/Online, Non-Subscription) (CRAHAJAB)

Keywords

• Meal kit delivery
• Food subscription service
• Recipe box delivery
• Fresh ingredient delivery
• Home cooking solutions

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Meal Kit Subscription: Recurring subscription model delivering weekly or periodic meal kits containing pre-portioned fresh ingredients and recipes. Customers choose box sizes (1-2 or 3-5 people) and select from weekly rotating recipes. The service offers flexibility to skip weeks or pause subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Yummy is a direct-to-consumer meal kit subscription service that delivers pre-portioned fresh ingredients together with simple, easy-to-follow recipes to customers' homes across Estonia. Subscribers choose between two box sizes (1-2 people or 3-5 people), receive weekly rotating recipes with personalized recommendations, and can skip weeks or pause the subscription at any time. The service includes free delivery throughout Estonia and offers gift cards as an additional purchase option.

Product overview

Yummy is a meal kit delivery service in Estonia that operates as a unified product offering. Formerly known as Clean Kitchen, the company rebranded to Yummy and provides a single core product - the Yummy Box meal kit service - which delivers fresh, pre-portioned ingredients with recipes to customers throughout Estonia. The service offers two box sizes (1-2 people and 3-5 people), flexible subscription options with pause/skip capabilities, and optional gift cards as an additional offering. The company also positions itself as AI-powered for personalized meal planning according to third-party coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Yummy Box Meal Kit Subscription Recurring subscription delivering pre-portioned fresh ingredients and easy-to-follow recipes to homes across Estonia. Available in two box sizes (1-2 people and 3-5 people) with weekly rotating recipes, free nationwide delivery, and the ability to skip weeks or pause anytime.
• Yummy Gift Cards (Kinkekaardid) Gift cards available for purchase that allow customers to give Yummy Box subscriptions as gifts to friends and family, sold through the members.yummybox.ee gift card store.

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• HelloFresh: Global meal kit subscription leader operating across Europe and North America. Directly comparable DTC subscription model delivering pre-portioned recipes and ingredients, but at vastly greater scale and geographic reach than Yummy.
• Home Chef: US meal kit service owned by Kroger, offering subscription meal kits and heat-and-eat options. Comparable meal kit subscription model though typically sold through retail and online channels with broader corporate backing.

Direct peers

• Marley Spoon: International meal kit subscription service operating in Europe (including Germany, Austria) and other regions. Closely comparable subscription-based meal kit business model serving similar customer needs of convenient home cooking.
• Gousto: UK-based meal kit subscription company delivering pre-portioned ingredients and recipes. Closely comparable DTC subscription meal kit model targeting families and time-pressed home cooks, similar to Yummy's value proposition.
• Blue Apron: US-based meal kit subscription pioneer delivering pre-portioned ingredients and recipes. Closely comparable subscription model and customer target (home cooks seeking convenient meal solutions), though operating in a different geography.
• EveryPlate: Value-positioned meal kit subscription service (HelloFresh subsidiary). Directly comparable subscription model targeting price-conscious families—the same segment Yummy emphasizes in its value proposition.
• SimplyCook: UK-based recipe kit company offering portioned ingredients with recipe cards via subscription. Comparable DTC subscription model focused on convenient home cooking, though with a different format (spice/paste recipe kits rather than full meals).
• Mindful Chef: UK-based healthy meal kit subscription service delivering pre-portioned ingredients with recipe cards. Comparable DTC subscription model targeting health-conscious consumers and families seeking convenient home cooking.

Regional players

• Kulina: Estonian/Baltic region food-related startup that may overlap with Yummy's local meal delivery space. Comparable as a regional player in the Estonian food market though specific overlap on meal kits requires verification.
• Foodbag: Belgian meal kit subscription service operating in BeLux region. Comparable subscription meal kit business model though focused on Belgian/Dutch markets rather than Baltic region.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/yummyboxeesti
• Instagraminstagram.com/yummybox.ee
• TikToktiktok.com/@yummyboxeesti

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about yummy