My Food Bag
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.
- Company typePublic
- Founded2013
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
My Food Bag firmographics
Firmographics- 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
My Food Bag industry classification
Industry- 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
Where My Food Bag is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
My Food Bag business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Flexible meal kit subscription with 30+ weekly recipe choices |
| Subscription | Weekly | Gourmet upgrade tier |
| Unit Pricing | Pay-as-you-go | Mix & Match Family Ready Made Bundle |
| Unit Pricing | Pay-as-you-go | Flowers & Sweet Treats Gift |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
My Food Bag product offering
Product offeringCore 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
Companies that use My Food Bag
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles3 records
My Food Bag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
My Food Bag partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Nadia LimcoreCelebrity 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 ZealandcoreEndorsement 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 NZcoreEndorsement 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 TableminorCharitable 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.
- WindcavecorePCI-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 PostcoreDelivery partner used for My Food Bag Shop deliveries. Recipients receive tracking notifications via text from NZ Post, confirming dispatch and delivery arrival.
- BePureminorHealth 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 FCminorSports 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 CentreminorJoint 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
My Food Bag competitors and assessment
Company assessmentDirect 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
My Food Bag social profiles
Digital presenceMy Food Bag financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Food Bag leadership team
Management profileNumber of profiles
Profiles4 records
My Food Bag subsidiaries and ownership
Company hierarchySubsidiaries4 records
My Food Bag funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Food Bag 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 Food Bag
What does My Food Bag do?
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.
Is My Food Bag a public or private company?
My Food Bag is a public company. It is classified as public and is currently operating.
When was My Food Bag founded?
My Food Bag was founded in 2013. It employs 101 to 250 people.
Where is My Food Bag based?
My Food Bag is headquartered in Auckland, New Zealand, in the Oceania region.
How does My Food Bag make money?
Three revenue lines are on record. Meal Kit Subscriptions are the primary driver. The others are one-off Shop Purchases and corporate and Staff Gifting.
Who are My Food Bag's main competitors?
Direct peers on record are HelloFresh, Gousto, Marley Spoon, EveryPlate, Dinnerly and Blue Apron. Emerging players are SimplyCook, Daily Harvest and Factor. Chef's Plate is listed as a regional player.
Does My Food Bag have an API?
No public API is recorded for My Food Bag.
What industry is My Food Bag in?
My Food Bag's product category is Meal Kit Delivery. Its primary akta.pro industry code is CRAFAFAD, Meal Kits & Recipe Box Delivery, with a secondary code of AFAIANAA, Meal Kits & Recipe Box Subscriptions. Its NAICS code is 7223 and its SIC code is 2090.