Mob
Mob (Mob Kitchen) is a London-based food media and meal planning platform serving home cooks with 3,000+ chef-curated recipes, meal plans, and shopping lists via a freemium subscription and brand partnerships.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Mob does
Mob (also operating as Mob Kitchen) is a London-based food media and meal planning platform founded in 2016. It serves a consumer audience of home cooks, busy families, and health-conscious individuals with a curated library of more than 3,000 recipes developed in collaboration with named professional chefs, organized across dietary categories (vegan, vegetarian, pescatarian, gluten-free, dairy-free, low-calorie), meal types (breakfast, lunch, dinner, snacks), and use cases such as batch cooking, meal prep, and freezer-friendly meals. The product is delivered as a web-based, direct-to-consumer platform (mob.co.uk) without a native mobile app, augmented by an active social presence across Instagram, TikTok, YouTube, Pinterest, and Facebook.
The core platform offers free access to a limited set of recipes alongside Mob Premium, a paid subscription that unlocks the full recipe library, meal planning tools, shopping list generation, favorites, and recipe collections. The technology stack is described as a web-based recipe and meal planning platform with digital content delivery; no public APIs, SDKs, or AI/ML capabilities are disclosed. Content production appears to be chef-led, with branded content collections co-produced with partners such as Patak's (via the7stars media agency), Aldi, and Healthy by ZOE, generating an additional brand-partnership revenue stream alongside consumer subscriptions.
Mob operates as a private, UK-domiciled company with 11-50 employees, serving primarily a UK consumer market with global website access. No funding rounds, ownership structure, or revenue figures are disclosed. Customer concentration risk is low given the long-tail consumer subscription model, and expansion is driven primarily by content partnerships and audience growth on social platforms rather than disclosed geographic or product-line expansion.
Mob firmographics
Firmographics- Name
- Mob
- Legal name
- Mob
- Website
- https://mobkitchen.co.uk
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mob (Mob Kitchen) is a London-based food media and meal planning platform serving home cooks with 3,000+ chef-curated recipes, meal plans, and shopping lists via a freemium subscription and brand partnerships.
- Ownership category
- akta.pro rank
Mob industry classification
Industry- Product category
- Recipe & Meal Planning Platform
- akta.pro primary industry
- Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)
- akta.pro secondary industry
- Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)
Keywords
Where Mob is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Mob business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Premium Subscription: Subscription-based model offering unlimited access to 3,000+ recipes, meal plans, and premium features. Users can start with a free trial before subscribing.
- Brand Partnerships & Content Marketing: Collaborative content creation with food brands like Patak's, where Mob creates branded recipe content featuring partner products. The7stars media agency negotiates these partnerships on behalf of Mob.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free access with limited recipe access |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Mob product offering
Product offeringCore offering
Mob operates a web-based recipe and meal planning platform that gives consumers access to over 3,000 chef-curated recipes organized by meal type, cuisine, ingredient, and dietary preference. The platform includes structured meal plans, batch cooking and freezer-friendly collections, and an automated shopping list generator, offered via a freemium model where free users access a limited recipe set and paid Mob Premium subscribers unlock unlimited recipes and enhanced planning tools.
Product overview
Mob is a recipe and meal planning digital platform that provides users with access to 3000+ recipes curated by professional chefs. The core offering centers on recipe discovery and meal planning, with a freemium model offering free recipes alongside a premium subscription (Mob Premium) that provides unlimited access to all recipes, enhanced meal planning tools, and recipe organization features. The platform also includes branded content partnerships and collections featuring specific brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Mob
Companies that use Mob
Customer profileSegments3 records
Ideal customer profiles3 records
Mob technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mob partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Patak'scoreLancashire-based food brand Patak's partnered with Mob to create cooking content showcasing their spice paste products. Professional chefs prepare recipes like chicken korma and veggie curry using Patak's products across Mob's website, social platforms, and an integrated campaign spanning TV, VOD, and YouTube. The partnership targets younger, socially native cooks.
- the7starscoreMedia agency the7stars negotiated the partnership between Mob and Patak's for the branded content campaign.
- AldiminorPartnership with Aldi for affordable recipes branded content series on Mob's platform.
- Healthy by ZOEminorHealthy by ZOE appears as a featured chef on the Mob platform, collaborating on gut-friendly and health-focused recipes.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Mob competitors and assessment
Company assessmentBroad incumbents
- Tasty (BuzzFeed): Mass-market recipe video brand from BuzzFeed with heavy social distribution. Comparable to Mob on social-first recipe content and brand-partnership monetization model.
- NYT Cooking: Subscription recipe and meal-planning service from The New York Times. Directly comparable to Mob on product (curated recipes, meal planning) and business model (paid digital subscription), but with much larger scale and broader editorial scope.
- Allrecipes: Large-scale recipe platform with community contributions, meal planning, and grocery integrations. Comparable to Mob on core recipe discovery and meal-planning use cases.
- BBC Good Food: UK-leading recipe and meal-planning platform with a large free library and premium subscription tier. Most direct UK-based competitor to Mob in audience and content positioning.
- Cookpad: Global recipe-sharing platform with strong presence in Japan, Spain, and Latin America. Comparable to Mob on recipe community and meal-planning use case, but operates at much larger international scale.
Direct peers
- Whisk: Recipe platform and shopping list engine with publisher and brand integrations. Comparable to Mob on meal-planning tools and recipe content monetization through partnerships.
- SideChef: Recipe and meal-planning app with guided cooking, shopping lists, and grocery integrations. Comparable to Mob on meal-planning functionality, though more app-centric and with retailer partnerships.
- Yummly: Digital recipe discovery and meal-planning platform with personalized recommendations and shopping list integration. Closely comparable to Mob on functionality, target user, and freemium model.
- Mealime: Meal-planning service offering personalized weekly plans and grocery delivery integrations. Comparable to Mob on meal-planning value proposition and D2C subscription monetization.
Regional players
- Deliciously Ella: UK plant-based food brand and recipe platform with subscription content and product lines. Comparable to Mob on UK market, chef-led content, and health-conscious positioning.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key highlights6 records
Customer concentration
Mob social profiles
Digital presenceMob financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mob leadership team
Management profileNumber of profiles
Mob funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mob 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 Mob
What does Mob do?
Mob operates a web-based recipe and meal planning platform that gives consumers access to over 3,000 chef-curated recipes organized by meal type, cuisine, ingredient, and dietary preference. The platform includes structured meal plans, batch cooking and freezer-friendly collections, and an automated shopping list generator, offered via a freemium model where free users access a limited recipe set and paid Mob Premium subscribers unlock unlimited recipes and enhanced planning tools.
Is Mob a public or private company?
Mob is a private company. It is classified as unknown and is currently operating.
When was Mob founded?
Mob was founded in 2016. It employs 11 to 50 people.
Where is Mob based?
Mob is headquartered in London, United Kingdom, in the Europe region.
How does Mob make money?
Two revenue lines are on record. Premium Subscription is the primary driver. The others are brand Partnerships & Content Marketing.
Who are Mob's main competitors?
Broad incumbents on record are Tasty (BuzzFeed), NYT Cooking, Allrecipes, BBC Good Food and Cookpad. Direct peers are Whisk, SideChef, Yummly and Mealime. Deliciously Ella is listed as a regional player.
Does Mob have an API?
No public API is recorded for Mob.
What industry is Mob in?
Mob's product category is Recipe & Meal Planning Platform. Its primary akta.pro industry code is CRAHAJAA, Direct-to-Consumer Meal Kit Subscriptions, with a secondary code of HSADAFAN, Meal Planning & Prep Coaching (Macros, Grocery Guidance).