My Foodie Box

What My Foodie Box does

My Foodie Box is an Australian meal kit delivery service headquartered in Maylands, Western Australia, founded in 2017 and listed on the ASX under the ticker MBX. The company pre-portions fresh, locally sourced ingredients — including grass-fed and free-range meats and eco-friendly seafood — and pairs them with recipe cards for 15–30 minute home-cooked meals. Its product platform spans four core box types: the Classic Box, the Vegan Box, the Kids Lunch Box (marketed as Australia's first kids-focused meal kit, with dietitian-approved recipes and hidden-veggie options for picky eaters), and an exclusive Thermomix-friendly range built around a partnership with Thermomix. Complementary add-ons include the Fruit Box, Snack Box, and a seasonal Christmas Box, with gift cards as a one-time revenue stream.

Name

My Foodie Box

Legal name

My Foodie Box Pty Ltd

Website

https://myfoodiebox.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Meal Kit Delivery Services

NAICS

Special Food Services (7223)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Meal Kits & Recipe Box Delivery (CRAFAFAD)

akta.pro secondary industries

Meal Kits & Recipe Box Delivery (AFAIAMAE), Meal Kits & Recipe Box Subscriptions (AFAIANAA)

Keywords

• Meal kit delivery
• Weekly subscription service
• Kids lunch box
• Thermomix meal kits
• Home grocery delivery

Headquarters

HQ city

Maylands

HQ country

Australia

HQ region

Oceania

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 Subscriptions: Weekly recurring subscription service where customers select from meal plans and receive pre-portioned ingredients. Automatic recurring weekly charges with option to pause or skip deliveries. Offers Classic Box, Vegan Box, and Kids Lunch Box options.
2. Delivery Fees: Flat delivery fee of $9.95 per box ordered for all deliveries within service area
3. Add-on Products: Additional products including pantry items, Fruit Box, and Snack Box available for purchase alongside meal kits
4. Gift Cards: My Foodie Box Gift Cards and eGift Cards sold for personal or business gifts, non-refundable

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

My Foodie Box is a Perth-based subscription meal kit delivery service that ships weekly boxes of pre-portioned, locally sourced ingredients with recipe cards to customers' homes. Its product lines include the Classic Box, Vegan Box, Kids Lunch Box (Australia's first dedicated children's meal kit), and an exclusive Thermomix-friendly range, supplemented by add-on Fruit Box and Snack Box purchases. The service operates with flexible subscriptions (skip, pause, cancel anytime) and uses 100% recyclable, compostable, BPA-free insulated packaging.

Product overview

My Foodie Box is an Australian meal kit delivery service operating as a single integrated platform offering multiple box types. The core products include the Kids Lunch Box (Australia's first dedicated children's meal kit), the Classic Box (standard meal kit), the Vegan Box (plant-based option), and Thermomix-friendly meal kits (exclusive partnership). Additional offerings include seasonal products like the Christmas Box and add-on options for Fruit Box and Snack Box. All meal kits feature pre-portioned local ingredients, recipe cards, and flexible subscription options with no lock-in contracts. The service operates exclusively in Perth, WA with weekly delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Box Standard weekly meal kit subscription featuring a variety of recipes with pre-portioned fresh ingredients and easy-to-follow recipe cards, priced at $79.95 for 2 people and 3 meals, designed for home cooking in as little as 15-30 minutes.
• Vegan Box Plant-based weekly meal kit subscription using local premium ingredients that are free from preservatives, hormones, and artificial additives, available at the same $79.95 price point for 2 people and 3 meals.
• Kids Lunch Box Australia's first dedicated children's meal kit subscription, offering healthy, dietitian-approved meals with over 4 recipes weekly, including hidden-veggie options for picky eaters, delivered weekly to Perth households.
• Thermomix Meal Kits Exclusive Thermomix-friendly weekly meal kit range made available through a partnership with Thermomix, making My Foodie Box the only meal kit in Australia dedicated to creating Thermomix-compatible meals.
• Christmas Box One-off limited holiday meal kit available for purchase up until December 15th, featuring special Christmas-themed meals, sold as a single order without a subscription commitment.
• Fruit Box Fresh fruit add-on option available for order alongside weekly meal kit deliveries, charged at regular rates.
• Snack Box Snack add-on option available for order with meal kit deliveries, charged at regular rates.
• My Foodie Box Gift Cards / eGift Cards Non-refundable gift cards and eGift cards available for purchase for personal or business gifting, redeemable against My Foodie Box meal kit subscriptions and add-ons.

Quantifiable outcome

• 600,000+ meals cooked and loved by customers
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• ThermomixcoreTechnology or IntegrationExclusive partnership making My Foodie Box the only meal kit in Australia dedicated to creating Thermomix-friendly meals. The partnership offers a dedicated Thermomix range for customers who own Thermomix appliances, providing compatible recipes and ingredients.
• Stripe Payments Australia, Ltd.coreTechnology or IntegrationPayment processing provider for handling credit card transactions. Customers' credit card information is provided to Stripe for payment processing. My Foodie Box only collects the first six and last four digits of credit card numbers for fraud prevention.
• Local Australian SupplierscoreStrategic or Co-development PartnerExclusive partnerships with local producers who share My Foodie Box values of sustainability and follow best food practices. Includes grass-fed and free-range meat suppliers, and ethical seafood sources. Partners committed to sustainable and safe food production methods that reduce environmental degradation.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Others

• Thermomix (Vorwerk): Appliance manufacturer and My Foodie Box's exclusive partner. Not a competitor but a strategic ally whose ecosystem and customer base materially shape MFB's niche positioning and moat.

Direct peers

• Marley Spoon: Subscription meal-kit competitor operating across Australia with a similar DTC delivery model, weekly menu rotation, and flexible subscription terms. Closest scaled direct peer to My Foodie Box.
• EveryPlate: Budget meal-kit service owned by HelloFresh operating in Australia. Competes for price-sensitive households in the same subscription meal-kit category.
• YouFoodz: Australian prepared-meal brand delivering ready-to-eat meals on subscription. Competes for the same 'convenient weeknight dinner' use case but with a heated-and-eat rather than cook-it-yourself model.
• Dinnerly: Value-positioned meal-kit brand by Marley Spoon, active in Australia. Competes on price per serve, pressuring My Foodie Box's premium positioning from below.

Broad incumbents

• Lite n' Easy: Long-established Australian home-meal-delivery service focused on portion-controlled, dietitian-designed meals. Overlaps on the health-conscious adult segment but skews to calorie-controlled prepared meals rather than cook-from-box.
• HelloFresh: Global meal-kit leader with a major Australian operation. Direct category overlap on subscription meal kits, but vastly larger scale, broader cuisine library, and national delivery footprint.
• Coles Meal Kits: Coles' retail meal-kit line competes with My Foodie Box on the same home-cooking use case via supermarket aisles and click-and-collect, leveraging store density and loyalty data.
• Woolworths Meal Kits: Woolworths' in-store and online retail meal-kit range offers an offline substitute at grocery-shelf convenience. Competes on convenience and price rather than subscription, but draws from the same household dinner occasions.

Emerging players

• Cookaborough: Australian DTC meal-kit operator. Smaller scale and emerging brand but operates on the same subscription DTC model and targets similar family and busy-adult segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/myfoodiebox
• LinkedInlinkedin.com/company/myfoodiebox

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 My Foodie Box