My Food Bag meal kit delivery service enters Australian market

Posted by AFN Staff Writers on 6th August 2014
My Food Bag meal kit delivery service enters Australian market
My Food Bag meal kit delivery service enters Australian market

Following huge success in New Zealand, meal kit delivery company My Food Bag has launched in Australia.

My Food Bag is a meal creator and delivery service where customers order online to receive dinner kits delivered on a Sunday. Each week the bag provides everything customers need to make meals for four or five dinners. My Food Bag said the kits include seasonal recipes using “fresh, free-range and locally-sourced ingredients”.

Celebrity chef and star of Network Ten’s The Living Room, Miguel Maestre, has been recruited as Head Chef to lead recipe development with a team of chefs, test cooks and nutritionists. New recipes are developed each week and there are three bags to choose from to suit different households – Gourmet (feeding 2 adults), Family (feeding of 2 adults + 2 young children) and Classic (4 adults or 2 adults + 2-3 kids).

Founded in Auckland by Swedish entrepreneur Cecilia Robinson in March 2013, the business has since expanded to three cities in New Zealand, delivered more than two million dinner kits and attracted a dedicated following of busy professionals and families who enjoy cooking but are short on time for shopping.

“Australia and New Zealand are similar in many ways,” said Cecilia Robinson, Group CEO My Food Bag. “Lack of time and inspiration are common dinner time challenges for consumers. We believe that healthy and delicious food can also be convenient and exciting,” she said.

Ms Robinson said a big part of the My Food Bag vision is to “ensure they maintain ethical practices by working closely with select suppliers to source the best local, sustainable produce, and help minimise food waste”.

“People have become more aware of what they eat and where food comes from,” Ms Robinson said. “We are totally committed to sourcing ethically farmed and sustainable produce. This is something we have successfully achieved in New Zealand, and we’re dedicated to adopting the same practices here in Australia,” she said.

The company has hired eight staff in Sydney, including Urban Food Market founder Tim Elwin as General Manager. Mr Elwin has been working closely with Ms Robinson to establish partnerships with some of the best local sustainable food suppliers, including Mirrool Creek Lamb, Lemdell Mushrooms and Hydro Produce.

The Australian launch will be in Sydney, with plans for expansion to other cities.