My Foodie Box
- Company typePrivate
- Founded2017
- HeadquartersMaylands, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
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.
My Foodie Box firmographics
Firmographics- 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
My Foodie Box industry classification
Industry- 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
Where My Foodie Box is headquartered
LocationHeadquarters
- HQ city
- Maylands
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
My Foodie Box business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- Delivery Fees: Flat delivery fee of $9.95 per box ordered for all deliveries within service area
- Add-on Products: Additional products including pantry items, Fruit Box, and Snack Box available for purchase alongside meal kits
- Gift Cards: My Foodie Box Gift Cards and eGift Cards sold for personal or business gifts, non-refundable
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Weekly | Meals starting at $6.25 per serve |
| Subscription | Weekly | Classic Box or Vegan Box - $79.95 |
| Subscription | Weekly | Kids Lunch Box |
| Other | Pay-as-you-go | Delivery Fee - $9.95 flat rate |
| Subscription | Weekly | Thermomix Range |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
My Foodie Box product offering
Product offeringCore 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
Companies that use My Foodie Box
Customer profileSegments4 records
Ideal customer profiles4 records
My Foodie Box technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
My Foodie Box partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ThermomixcoreExclusive 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.corePayment 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 SupplierscoreExclusive 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
My Foodie Box competitors and assessment
Company assessmentOthers
- 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
My Foodie Box social profiles
Digital presenceMy Foodie Box financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Foodie Box leadership team
Management profileNumber of profiles
Profiles2 records
My Foodie Box funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Foodie Box M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about My Foodie Box
What does My Foodie Box do?
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.
Is My Foodie Box a public or private company?
My Foodie Box is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was My Foodie Box founded?
My Foodie Box was founded in 2017. It employs 51 to 100 people.
Where is My Foodie Box based?
My Foodie Box is headquartered in Maylands, Australia, in the Oceania region.
How does My Foodie Box make money?
Four revenue lines are on record. Meal Kit Subscriptions are the primary driver. The others are delivery Fees, add-on Products and gift Cards.
Who are My Foodie Box's main competitors?
Thermomix (Vorwerk) is listed as an others. Direct peers are Marley Spoon, EveryPlate, YouFoodz and Dinnerly. Broad incumbents are Lite n' Easy, HelloFresh, Coles Meal Kits and Woolworths Meal Kits. Cookaborough is listed as an emerging player.
Does My Foodie Box have an API?
No public API is recorded for My Foodie Box.
What industry is My Foodie Box in?
My Foodie Box's product category is Meal Kit Delivery Services. Its primary akta.pro industry code is CRAFAFAD, Meal Kits & Recipe Box Delivery, with a secondary code of AFAIAMAE, Meal Kits & Recipe Box Delivery. Its NAICS code is 7223 and its SIC code is 2090.