Pick Up Limes B.v.
Pick Up Limes B.V. is a Netherlands-based bootstrapped company founded in 2015 operating a plant-based lifestyle platform for global consumers. Its core products are a free recipe website and subscription mobile app with 1,800+ dietitian-authored recipes, personalized nutrition, and meal planning tools.
- Company typePrivate
- Founded2015
- HeadquartersEindhoven, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Pick Up Limes B.v. does
Pick Up Limes B.V. is a Netherlands-registered private limited company (B.V., KvK 94392234) founded in 2015 by Registered Dietitian Sadia Badiei and co-founder Robin. The company operates a plant-based lifestyle content platform serving consumers globally, anchored by a free recipe website and a subscription-based mobile application, with the stated mission of making a nourishing plant-based lifestyle accessible through dietitian-authored content and intuitive eating guidance that explicitly avoids calorie or macro tracking.
The company's technology stack is custom-built and not dependent on third-party site builders: Robin designed and coded the website from scratch in 2021 after migrating off Wix, and native iOS and Android applications were developed beginning in 2022. The mobile app houses 1,800+ recipes, of which more than 1,000 are exclusive to the app, with new recipes added every weekday. Differentiating features include the proprietary Nourish Method (a dietitian-developed personalization system that displays nutrition guidance as colorful orbs based on user biometrics such as age, weight, height, and activity level), step-by-step cook-along mode, allergen filtering (soy, peanut, tree nut, sesame, gluten), a barcode scanner, automated meal planning, and smart grocery shopping lists. Payments are processed via Stripe and the company does not retain payment data; sign-in uses Apple and Google SSO.
The revenue model is multi-stream and consumer-facing. The mobile app subscription is the core, priced at $5.49/month or $39.99/year in the US and $1.99/month or $14.99/year in India, with a 7-day free trial. Supplementary streams include one-time app gift cards priced at $39.99, Registered Dietitian-authored eBooks, Amazon affiliate commissions on a curated Shop, and pre-orders for the debut physical cookbook 'Simply Plants.' Distribution occurs through Apple App Store, Google Play Store, and direct website sales, with a B2B Business/Team Plans pilot in development for workplaces and health clinics. The company is bootstrapped, founder-controlled, and discloses no external institutional investment.
Pick Up Limes B.v. firmographics
Firmographics- Name
- Pick Up Limes B.v.
- Legal name
- Pick Up Limes B.V.
- Website
- https://pickuplimes.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pick Up Limes B.V. is a Netherlands-based bootstrapped company founded in 2015 operating a plant-based lifestyle platform for global consumers. Its core products are a free recipe website and subscription mobile app with 1,800+ dietitian-authored recipes, personalized nutrition, and meal planning tools.
- Ownership category
- akta.pro rank
Pick Up Limes B.v. industry classification
Industry- Product category
- Nutrition and Meal Planning Software
- akta.pro primary industry
- Plant-Based & Vegetarian/Vegan Nutrition (HSADAFAJ)
Keywords
Where Pick Up Limes B.v. is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Pick Up Limes B.v. business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Mobile App Subscriptions: Monthly and annual subscriptions to the Pick Up Limes mobile app. Monthly subscription at $5.49 USD, annual at $39.99 USD (40% savings). Regional pricing adjusts for different currencies (e.g., India: $1.99/month or $14.99/year). Auto-renewing subscriptions with 7-day free trial for new users.
- Gift Cards: One-time purchase digital gift cards for 1-year app access at $39.99. Never expire, redeemable in the app.
- eBooks: Digital eBooks on plant-based eating and nutrition, written by Registered Dietitians. Sold through the website ecommerce section.
- Affiliate Commissions: Amazon affiliate links in the shop section for recommended products (kitchen equipment, books, photography gear). Commission earned on qualifying purchases.
- Cookbook: Physical cookbook 'Simply Plants' with 100+ plant-based recipes available for pre-order.
- Business/Team Plans: Planned team subscription plans for workplaces, clinics, and wellness groups. Pilot program with special discounts for early participants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly app subscription - US pricing |
| Subscription | Annual | Annual app subscription - US pricing |
| Subscription | Monthly | Monthly app subscription - India pricing |
| Subscription | Annual | Annual app subscription - India pricing |
| One time/ perpetual license | Pay-as-you-go | 1-Year App Access Gift Card |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Pick Up Limes B.v. product offering
Product offeringCore offering
Pick Up Limes B.V. sells subscriptions to a custom-built mobile application providing access to 1,800+ plant-based recipes with cook-along mode, personalized nutrition tracking (the dietitian-developed Nourish Method), meal planning, smart grocery lists, barcode scanning, and allergen filtering. The app is supported by a free website with recipes, articles, and videos, plus complementary paid offerings including dietitian-authored eBooks, the debut cookbook "Simply Plants," and digital gift cards.
Product overview
Pick Up Limes B.v. operates a multi-platform plant-based lifestyle content business consisting of a free website with recipes, articles, and videos, and a subscription-based mobile app offering exclusive content and personalized nutrition features. The ecosystem includes digital eBooks, a physical/digital cookbook (Simply Plants), curated affiliate product recommendations via the Shop, app gift cards, and a business team subscription plan. The mobile app serves as the primary premium product with nutrition tracking and meal planning features, while the website functions as the primary discovery and content platform.
Differentiator
Problem solved
Functional benefit
Brands
- Simply Plants: The debut cookbook by Sadia Badiei featuring over 100 plant-based recipes.
Products and services
- Pick Up Limes Mobile App Subscription-based native iOS and Android app for individuals interested in plant-based eating; offers 1,800+ recipes, cook-along mode, personalized Nourish nutrition tracking, meal planning, smart grocery lists, barcode scanning, and allergen filtering. Priced at $5.49/month or $39.99/year in the U.S. with a 7-day free trial.
- eBooks Digital guides on plant-based eating and nutrition written by Registered Dietitians, purchased through the Pick Up Limes website.
- Simply Plants Cookbook Physical cookbook authored by Sadia Badiei featuring 100+ plant-based recipes, sold via pre-order on the Pick Up Limes website.
- App Gift Cards Digital gift cards sold on the Pick Up Limes website that grant the recipient 1 year of mobile app access; redeemable in-app via unique code.
- Business/Team Plan (Pilot) Pilot-stage team subscription plan that distributes mobile app access to employees, clinic patients, or wellness group members; currently offered with discounts to early participants.
Companies that use Pick Up Limes B.v.
Customer profileSegments4 records
Ideal customer profiles4 records
Pick Up Limes B.v. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Pick Up Limes B.v. partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- StripecorePayment processing partner for website subscriptions, gift card purchases, and app subscriptions. Uses top-notch encryption for payment security. Pick Up Limes does not store payment details.
- Apple App StorecoreDistribution channel for iOS app. Subscriptions purchased through Apple App Store with standard platform commission.
- Google Play StorecoreDistribution channel for Android app. Subscriptions purchased through Google Play with standard platform commission.
- Institute of Medicine / National AcademiesminorNutrient targets in the app align with guidelines from the Institute of Medicine (now National Academies of Sciences, Engineering, and Medicine) and European Food Safety Authority.
- United States Department of Agriculture (USDA)minorNutrition information in the app is composed using comprehensive datasets from the USDA FoodData Central Database.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Pick Up Limes B.v. competitors and assessment
Company assessmentDirect peers
- Deliciously Ella: Founder-led plant-based content brand with app, cookbooks, and pantry products. Closely mirrors Pick Up Limes' D2C model (creator-led recipes + subscription app + physical cookbook) and plant-based/whole-food positioning.
- Forks Over Knives: Plant-based lifestyle brand offering recipes, a meal planner app, courses, and cookbooks. Directly comparable to Pick Up Limes in mission (plant-based nutrition), product mix (app + content + cookbook), and target audience.
- Mealime: Subscription meal-planning app with personalized meal plans and grocery lists. Highly comparable on the personalized meal planner + smart grocery list features that are core to the Pick Up Limes app.
- Oh She Glows: Plant-based recipe blog, app, and cookbook brand from Angela Liddon. Direct comparable on recipe-driven content, mobile app distribution, and cookbook product extension.
- Yummly: Recipe discovery and meal-planning app with smart filtering, grocery lists, and step-by-step cooking guidance. Overlaps directly with Pick Up Limes' cook-along mode, allergen filtering, and grocery list generation.
- SideChef: Step-by-step cooking app with guided recipes, smart grocery lists, and meal planning. Comparable to Pick Up Limes on interactive cook-along instructions and grocery list tooling.
- Eat This Much: Automated meal-planning app with nutrition targeting and grocery lists. Comparable to Pick Up Limes' Nourish Method-driven personalized nutrition and meal planning workflow.
Broad incumbents
- Daily Harvest: Plant-forward subscription food company with a broad recipe/meal ecosystem. Operates in the same plant-based food and consumer lifestyle category but delivers prepared food rather than a digital recipe and nutrition app.
- MyFitnessPal: Established calorie and macro tracking app with a large recipe database. Broader incumbent in nutrition tracking; differs from Pick Up Limes on the explicit anti-tracking intuitive-eating philosophy but competes for the same wellness-conscious user.
Emerging players
- Plant Jammer: Plant-based recipe app that suggests dishes from ingredients the user has on hand. Comparable niche (plant-based focus) with an emerging, AI-enabled approach to plant-based meal discovery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pick Up Limes B.v. social profiles
Digital presencePick Up Limes B.v. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pick Up Limes B.v. leadership team
Management profileNumber of profiles
Profiles2 records
Pick Up Limes B.v. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pick Up Limes B.v. 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 Pick Up Limes B.v.
What does Pick Up Limes B.v. do?
Pick Up Limes B.V. sells subscriptions to a custom-built mobile application providing access to 1,800+ plant-based recipes with cook-along mode, personalized nutrition tracking (the dietitian-developed Nourish Method), meal planning, smart grocery lists, barcode scanning, and allergen filtering. The app is supported by a free website with recipes, articles, and videos, plus complementary paid offerings including dietitian-authored eBooks, the debut cookbook "Simply Plants," and digital gift cards.
Is Pick Up Limes B.v. a public or private company?
Pick Up Limes B.v. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pick Up Limes B.v. founded?
Pick Up Limes B.v. was founded in 2015. It employs 1 to 10 people.
Where is Pick Up Limes B.v. based?
Pick Up Limes B.v. is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Pick Up Limes B.v. make money?
Six revenue lines are on record. Mobile App Subscriptions are the primary driver. The others are gift Cards, eBooks, affiliate Commissions, cookbook and business/Team Plans.
Who are Pick Up Limes B.v.'s main competitors?
Direct peers on record are Deliciously Ella, Forks Over Knives, Mealime, Oh She Glows, Yummly, SideChef and Eat This Much. Broad incumbents are Daily Harvest and MyFitnessPal. Plant Jammer is listed as an emerging player.
Does Pick Up Limes B.v. have an API?
No public API is recorded for Pick Up Limes B.v..
What industry is Pick Up Limes B.v. in?
Pick Up Limes B.v.'s product category is Nutrition and Meal Planning Software. Its primary akta.pro industry code is HSADAFAJ, Plant-Based & Vegetarian/Vegan Nutrition.