My Food Bag

What My Food Bag does

My Food Bag Limited (NZX: MFB) is New Zealand's longest-standing meal kit subscription provider, founded in 2013 and headquartered in Auckland. The company operates a multi-brand portfolio — My Food Bag (mainstream, 30+ weekly recipes), Bargain Box (value-tier, up to 15 weekly recipes), Fresh Start (calorie-controlled, nutritionist-designed), Ready Made (pre-prepared single-serve meals), and My Food Bag Shop (one-off gift boxes and care packages) — all delivered across both the North and South Island through the company's own subscription logistics and NZ Post for shop orders.

The underlying technology is a digital meal kit platform comprising a website and mobile app for recipe selection, dietary preference filtering (High Protein, Low Carb, Gluten Free, Vegan & Veggie, Gourmet, Diabetes Plan, Kid-Friendly, Quick & Easy), subscription management with skip/pause flexibility, and delivery scheduling (Saturday, Sunday, or Monday). Recipes are developed by local chefs inspired by celebrity chef and brand ambassador Nadia Lim. The company integrates Windcave for PCI-compliant payment processing and does not store card details in-house. Nutritional information is provided per recipe via an in-platform calculator.

The revenue model is anchored in weekly or fortnightly subscription meal kits, supplemented by one-off Shop purchases and a smaller B2B corporate gifting channel. FY 2026 reported revenue of NZD 170.2 million with net profit of NZD 6.7 million, and the company is guiding 4.9% year-on-year revenue growth for the year. Customer concentration sits with mass-market New Zealand households, with no large enterprise anchors disclosed. Since 2013, the company has delivered over 151 million meals to Kiwi households.

Name

My Food Bag

Legal name

My Food Bag Limited

Website

https://myfoodbag.co.nz

Company type

Public

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

My Food Bag is New Zealand's longest-standing meal kit subscription provider, operating a multi-brand portfolio (My Food Bag, Bargain Box, Fresh Start, Ready Made, Shop) that delivers weekly recipe kits, ready-made meals, and gift boxes to households across the country, reporting NZD 170.2 million in FY 2026 revenue.

Ownership category

akta.pro rank

Product category

Meal Kit Delivery

NAICS

Special Food Services (7223)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Meal Kits & Recipe Box Delivery (CRAFAFAD)

akta.pro secondary industries

Meal Kits & Recipe Box Subscriptions (AFAIANAA), Meal kits & subscription meal components manufacturing (AFAKAHAD), Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ), Retail Meal Kit (In-Store/Online, Non-Subscription) (CRAHAJAB)

Keywords

• Meal kit delivery
• Food subscription
• Recipe box service
• Ready-made meals
• Corporate gifting

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Meal Kit Subscriptions: Weekly or fortnightly meal kit subscriptions where customers select 30+ recipes and receive pre-portioned ingredients with recipes. Revenue is recurring based on number of people and meals per week selected.
2. One-off Shop Purchases: Non-subscription one-off purchases of ready-made meals, care packages, and gourmet gift boxes delivered across New Zealand with fast nationwide delivery.
3. Corporate and Staff Gifting: B2B corporate gifting solutions offering customized meal bundles and care packages for businesses to gift to employees and clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

My Food Bag is a subscription-based meal kit delivery service operating in New Zealand. It provides weekly or fortnightly boxes containing pre-portioned ingredients and chef-designed recipes developed in association with celebrity chef Nadia Lim, with 30+ recipes available each week across multiple dietary plans. The company also operates Bargain Box (budget meals) and Fresh Start (calorie-controlled health-focused meals) sub-brands, alongside Ready Made pre-prepared meals, a one-off Shop for care packages and gift boxes, and a B2B corporate gifting offering.

Product overview

My Food Bag operates as a multi-brand meal kit and food delivery platform consisting of three core subscription meal kit brands: My Food Bag (the original service offering 30+ weekly recipes), Bargain Box (affordable option with 15 weekly recipes), and Fresh Start Choice (health-focused with 20 nutritionally balanced recipes). The company also offers Ready Made Meals as pre-prepared options across all brands, and My Food Bag Shop provides one-off purchases of gift boxes, care packages, and ready-made meals without subscription. All brands feature customizable dietary options including High Protein, Low Carb, Gluten Free, Vegan & Veggie, Gourmet upsells, Diabetes Plan, and Kid-Friendly recipes. The company expanded into B2B corporate gifting and has partnerships with Diabetes NZ and Coeliac New Zealand for specialized dietary support.

Differentiator

Problem solved

Functional benefit

Brands

• Bargain Box: Affordably priced meal kit brand offering up to 15 recipes weekly with family-friendly, Kiwi classic, and flexitarian options.
• Fresh Start
• Ready Made
• My Food Bag Shop

Products and services

• My Food Bag Meal Kit Subscription Core weekly meal kit subscription service offering 30+ chef-designed recipes each week with pre-portioned locally sourced ingredients. Customers select a plan by number of people (1, 2, 4 or 6) and meals per week (3, 4 or 5), with delivery on Saturday, Sunday or Monday and flexible skip/pause management. Recipes are inspired by celebrity chef and co-founder Nadia Lim.
• Bargain Box Affordably priced meal kit sub-brand offering up to 15 simple recipes weekly with a 5-step cooking process, targeting budget-conscious households with Kiwi classics and family-friendly favourites.
• Fresh Start Choice Health-focused meal kit sub-brand offering up to 20 nutritionist-approved, calorie-controlled recipes weekly featuring whole grains, lean proteins, and refined sugar-free sauces designed to help customers achieve health goals.
• Ready Made Meals Pre-prepared fresh meals available as add-ons to meal kit subscriptions or as a standalone subscription, with single-serve portions for lunch, dinner and desserts that can be heated in oven or microwave.
• My Food Bag Shop One-off e-commerce delivery service offering ready-made meals, gourmet gift boxes, and care packages across New Zealand without requiring a meal kit subscription. Includes nationwide delivery as quickly as next day.
• Corporate Gifting B2B corporate gifting and staff benefit offering providing customised meal kit bundles, ready-made meals, and care packages for businesses to gift to staff and clients. Sold through dedicated partnership page, downloadable brochure, and email outreach.
• Care Packages Curated gift packages offered through My Food Bag Shop featuring ready-made meals and food items designed for occasions such as new parenthood, bereavement support, or showing care to family and friends.
• Foodie Gift Boxes Gourmet gift boxes and hampers featuring products from New Zealand suppliers, offered via My Food Bag Shop for birthdays, celebrations and special occasions.

Quantifiable outcome

• Delivered over 151 million meals to Kiwi households since 2013
• +2 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Nadia LimcoreStrategic or Co-development PartnerCelebrity chef and brand ambassador partnership where recipes are developed by local chefs inspired by Nadia Lim. She is credited as the creative force behind recipe development, providing celebrity endorsement and culinary expertise. Her brand association appears prominently across all marketing materials and recipe packaging.
• Coeliac New ZealandcoreStrategic or Co-development PartnerEndorsement partnership for gluten-free meal offerings. The Gluten Free plan is specifically 'Supported by Coeliac New Zealand', providing credibility for gluten-free claims and compliance with Food Standards Code ANZ definitions.
• Diabetes NZcoreStrategic or Co-development PartnerEndorsement partnership for the Diabetes Plan meal offerings. The diabetes-specific meal plan is 'Supported by Diabetes NZ', providing health authority backing for the specialized meal offerings.
• Garden to TableminorStrategic or Co-development PartnerCharitable arrangement where My Food Bag collects fundraising donations on Garden to Table's behalf through its website. My Food Bag covers merchant fee charges so full donation amounts reach Garden to Table. This is a community support initiative rather than commercial partnership.
• WindcavecoreTechnology or IntegrationPCI-compliant third-party payment gateway handling all payment card collection, storage, and transactions. My Food Bag does not collect or hold customer payment card information. All card details are managed exclusively by Windcave.
• NZ PostcoreChannel Partner/ Reseller/ DistributorDelivery partner used for My Food Bag Shop deliveries. Recipients receive tracking notifications via text from NZ Post, confirming dispatch and delivery arrival.
• BePureminorStrategic or Co-development PartnerHealth and wellness content partnership for Fresh Start brand blog posts. BePure contributes nutritional expertise and content on topics like gut health, probiotics, and GLP-1 nutrition, providing scientific credibility to Fresh Start meal planning content.
• Auckland FCminorGTM or Marketing PartnerSports sponsorship partnership including Text-to-Win promotions during Auckland FC home games and promotional giveaways tied to team events. Part of community engagement and brand awareness marketing initiatives.
• Flight CentreminorGTM or Marketing PartnerJoint promotion partnership for travel-themed competitions. Flight Centre provides prize components (flights and accommodation) while My Food Bag manages the promotion and winner selection.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• HelloFresh: Global meal kit subscription leader. Directly comparable subscription-based meal kit model with weekly menu selection and doorstep delivery; serves as the primary worldwide category benchmark for companies like My Food Bag.
• Gousto: UK-based meal kit subscription service offering weekly chef-designed recipes with dietary variety, very similar operating model to My Food Bag but serving the British market.
• Marley Spoon: International meal kit company operating across multiple geographies. Comparable subscription model with flexible weekly ordering and dietary preferences, directly rivaling My Food Bag's category mechanics.
• EveryPlate: Value-positioned meal kit subscription brand owned by HelloFresh. Closely comparable to My Food Bag's Bargain Box sub-brand, focusing on affordability and family-friendly recipes in a subscription format.
• Dinnerly: Meal kit service operated by Marley Spoon with a budget positioning. Highly comparable subscription kit model targeting cost-conscious households, similar to My Food Bag's value tier offering.
• Blue Apron: US meal kit subscription pioneer offering weekly chef-designed recipes with multiple dietary options. Operates the same DTC subscription kit model as My Food Bag and remains a public benchmark for the category.

Emerging players

• SimplyCook: UK recipe-box alternative sending portioned ingredients and recipe cards without full meal kits. Comparable DTC recipe-meal concept with a chef-driven brand ethos, though operating a slightly lighter fulfillment model.
• Daily Harvest: US DTC food brand delivering frozen, nutritionist-designed meals and snacks via subscription. Comparable to My Food Bag's Ready Made line, with overlap in health-conscious positioning and direct-to-consumer delivery.
• Factor: Prepared meal subscription service owned by HelloFresh, delivering fully cooked meals. Closely comparable to My Food Bag's Ready Made subscription offering, with health-conscious ready-meal product overlap.

Regional players

• Chef's Plate: Canadian meal kit subscription service (owned by HelloFresh). Directly comparable subscription-based meal kit model with chef-developed recipes, but operates in North America rather than NZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MyFoodBagNZ
• YouTubeyoutube.com/MyFoodBag
• Facebookfacebook.com/MyFoodBagNZ
• Instagraminstagram.com/myfoodbagnz
• LinkedInlinkedin.com/company/my-food-bag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Food Bag