Plate Up

What Plate Up does

Plate Up (Plate-Up Limited, incorporated in the United Kingdom, 2018) operates a recipe-to-grocery mobile application that converts chef-curated recipes into one-click smart grocery baskets across seven integrated UK supermarket partners: Tesco, Sainsbury's, Morrisons, Co-op, Waitrose, Ocado, and Amazon Fresh. The core consumer product is a free iOS app with no subscription requirement, centered on a library of recipes constrained to under 10 core ingredients and under 30 minutes of prep, with built-in price comparison and household-item bundling at checkout. The application is backed by an AI-driven recommendation engine that personalizes recipe surfacing based on user profile data including dietary preferences and fitness goals.

The company serves two distinct customer segments in parallel: (1) end consumers via the free app, monetized primarily through affiliate and transaction fees on grocery baskets routed to supermarket partners, and (2) consumer packaged goods (CPG) brands and retailers via a four-pillar Brand Services offering that includes branded recipe creation, in-app promotion (homepage banners, sponsored carousels, curated collections), influencer activation through a roster of 15 contracted celebrity chefs (including Martyn Odell, Dean Edwards, Rukmini Iyer, James Wythe and Levi Roots), and campaign analytics that track engagement through to add-to-basket conversion. Named brand partners include Lipton Ice Tea, Porky Whites, Finnebrogue (Naked), Amazon Fresh (byAmazon), Levi Roots / Reggae Reggae Sauce, and Veetee, with documented case-study outcomes such as a 653% uplift in sauce volume and 600+ recipes added to baskets per campaign.

Plate Up is privately held, has operated for eight years with a 1-10 person headcount, and closed its first disclosed external funding round of $671,756 on 2026-05-28. The company remains UK-only, with its registered office in Bridlington, East Riding of Yorkshire, and its distribution model combines a self-serve direct-to-consumer app with supermarket partnerships acting as the transaction fulfillment layer and CPG brand budgets as a secondary revenue line.

Name

Plate Up

Legal name

Plate-Up Limited

Website

https://plateup.app

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Plate Up is a UK-based recipe-to-grocery mobile app that converts chef-curated recipes into one-click shopping baskets across Tesco, Sainsbury's, Morrisons, Co-op, Waitrose, Ocado and Amazon Fresh, serving busy families on the consumer side and CPG brands via shoppable recipe campaigns on the marketing side.

Ownership category

akta.pro rank

Product category

Mobile Cooking & Grocery Meal-Planning App

akta.pro primary industry

Online Meal Kits & Cook-at-Home Boxes (CRAHAIAI)

Keywords

• Recipe grocery app
• Meal planning software
• Grocery shopping list
• Supermarket affiliate app
• Cooking mobile app

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Supermarket Affiliate/Transaction Fees: Plate Up earns commission or transaction fees when users complete grocery purchases through integrated supermarket partners. The platform enables shopping across Tesco, Sainsbury's, Morrisons, Co-op, Waitrose, Ocado, and Amazon Fresh.
2. Brand Partnership and Advertising: CPG brands pay for branded recipe creation, app promotion, influencer collaborations, and targeted brand activation campaigns. Services include homepage banners, sponsored carousels, curated recipe collections, newsletter placements, and push notifications.
3. Consumer Freemium: The core app is free for consumers with no subscription required. Users can browse recipes, create smart grocery lists, and shop without paying Plate Up directly.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Plate Up is a mobile app that converts recipes into grocery shopping lists and redirects users to the online grocery platforms of major UK supermarkets (Tesco, Sainsbury's, Morrisons, Co-op, Waitrose, Ocado, and Amazon Fresh) to complete their shop. The app is free to consumers and monetizes through supermarket affiliate commissions and brand sponsorships, including collaborations with celebrity chefs.

Product overview

Plate Up is a recipe-to-grocery shopping platform consisting of a consumer mobile app and a B2B brand services offering. The core Plate Up Mobile App allows users to choose from hundreds of chef-created recipes and convert them into smart grocery shops with price comparison across UK supermarkets (Tesco, Sainsburys, Morrisons, Co-op, Waitrose, Ocado, Amazon Fresh). The platform features a Price Comparison tool and Smart Grocery Shop functionality that adds recipe ingredients to baskets in one click. For consumer brands, Plate Up offers Brand Services including Branded Recipe Creation, App Promotion, Influencer & Talent Management, and Customer Insights & Reporting—enabling brands to feature products in shoppable recipe content with premium app placement and campaign analytics.

Differentiator

Problem solved

Functional benefit

Products and services

• Plate Up mobile app Free iOS/Android app that lets UK consumers select a recipe (including celebrity-chef recipes) and convert it into a grocery shopping list or basket on a chosen supermarket's online grocery platform. Revenue to Plate Up is generated via affiliate commissions from partner supermarkets and brand sponsorships.

Quantifiable outcome

• 653% uplift in volume of sauce sold for Reggae Reggae partnership
• +6 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor.

• Lipton Ice TeaminorGTM or Marketing PartnerBrand partnership where Plate Up created recipes and marketing campaigns for Lipton Ice Tea. Chef Martyn Odell collaborated on the campaign to drive winter sales with vibrant recipes, engaging social content, and positive ROI. Achieved 1.9m+ social media views and 95k targeted emails sent.
• Porky WhitesminorGTM or Marketing PartnerBrand partnership to launch Porky Whites' new Tesco-exclusive range. Plate Up created trend-led recipes and scroll-stopping content to boost product discovery. Campaign drove 600+ recipes added to baskets with 7.10% social engagement rate.
• FinnebrogueminorGTM or Marketing PartnerOngoing brand partnership showcasing Finnebrogue Naked bacon and sausages. Plate Up educated customers on nutritious benefits through recipe content, driving meaningful product discovery with positive sales ROI, 17hrs+ social media organic watch time, and 70k emails delivered.
• Amazon FreshminorGTM or Marketing PartnerPartnership to spotlight Amazon Fresh's byAmazon range through seasonal recipe content. Combined chef endorsement, paid media, and platform integration to boost engagement and drive first-time customers. Achieved 15% ad click-through rate and 63% first-time customers checking out branded recipes.
• Levi Roots / AB World FoodsminorGTM or Marketing PartnerPartnership with Levi Roots and AB World Foods to demonstrate Reggae Reggae Sauce versatility. Created five punchy new recipes with high-impact app placements, driving thousands of add-to-basket and a 653% uplift in sauce volume sold.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mealime: Mealime is a meal-planning app that generates personalized weekly meal plans and grocery lists for users. Like Plate Up, it converts meal plans into shoppable baskets, making it one of the closest direct competitors in the recipe-to-cart space.
• Yummly: Yummly is a recipe discovery and meal-planning platform with smart grocery list features and retailer integrations. It competes directly with Plate Up for UK/EU consumer attention in the recipe-to-cart category.
• SuperCook: SuperCook is a recipe app that suggests meals based on ingredients the user already has at home and generates shopping lists. It targets the same use case of reducing food waste and weekly meal planning as Plate Up.
• Samsung Food (formerly Whisk): Samsung Food is a recipe app with grocery list building and direct retailer integrations worldwide. It overlaps with Plate Up on recipe-to-basket conversion and brand-side data services, but at much larger scale and with grocery chain partnerships across multiple countries.
• SideChef: SideChef offers guided cooking with integrated grocery ordering and recipe content for CPG partners. It directly overlaps with Plate Up's recipe-to-cart consumer app and brand partnership business model.

Regional players

• Gousto: Gousto is a UK-based meal-kit subscription service with strong brand and recipe content. It competes for UK busy-family dinner occasions and grocery spend, overlapping with Plate Up's target customer segment in the same geography.

Broad incumbents

• HelloFresh: HelloFresh is a global meal-kit subscription service that also publishes recipes and shopping guidance. While it sells meal kits rather than a recipe app, it competes with Plate Up for the weekly dinner-planning moment and household grocery spend.
• Allrecipes: Allrecipes is one of the largest recipe platforms globally, owned by Dotdash Meredith, and offers grocery list functionality. It overlaps with Plate Up on recipe discovery but lacks the deep UK supermarket basket integrations Plate Up has built.
• Tesco (recipe/ shopping app): Tesco operates its own grocery shopping app with recipe content and basket functionality. As a Plate Up integration partner and the UK's largest grocer, it can prioritize its own recipe surfaces and squeeze Plate Up's affiliate economics.

Emerging players

• Cookpad: Cookpad is a community-driven recipe platform with shopping list features, primarily in Japan, Spain, and Latin America. It represents the broader recipe-to-shoppable-content category that Plate Up operates in, though with less supermarket integration depth in the UK.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/plateupapp
• LinkedInlinkedin.com/company/plateup
• Instagraminstagram.com/plate_up_
• TikToktiktok.com/@plate_up_
• Xx.com/plate__up

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

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 Plate Up