My Food Bag


My Food Bag is a New Zealand meal kit home delivery service providing customers with ingredients and recipes to cook meals. It is a privately owned and operated company.

My Food Bag Group Limited
TypePrivate
IndustryRetail e-commerce Grocery Delivery
Founded11 December 2012 (2012-12-11) in Auckland, New Zealand[1]
FoundersCecilia Robinson
James Robinson
Theresa Gattung
Nadia Lim
Carlos Bagrie
HeadquartersLevel 3, 56 Parnell Road, Parnell,
Auckland
,
New Zealand
Areas served
New Zealand
Key people
Tony Carter (Independent Chair)
Kevin Bowler (CEO)
Number of employees
200+ (2021)
WebsiteNew Zealand Website

History

My Food Bag is New Zealand’s longest standing meal kit provider. The business was co-founded by Cecilia Robinson and her husband James Robinson, together with celebrity chef and nutritionist Nadia Lim and her husband Carlos Bagrie and Theresa Gattung.

My Food Bag was launched in Auckland, with first deliveries made in March 2013.[2] My Food Bag expanded into the Wellington region in September 2013 and then into the South Island in November 2014.[3]

In 2016, New Zealand private equity firm Waterman Capital invested in My Food Bag.[4] In June 2018, co CEOs Cecilia and James Robinson moved to non-executive director roles and Kevin Bowler was appointed as CEO.[5]

Business

My Food Bag delivers its customers weekly boxes that contain recipes and the food ingredients needed to make their weekly dinners. Recipes are designed by My Food Bag’s Development Kitchen team, and ingredients are predominantly sourced from local suppliers, with all meats and eggs being free range or free farmed.

My Food Bag has a broad range of products under the My Food Bag brand including My Family Bag, My Gourmet Bag and My Plant Based Bag to cater for different tastes and preferences.

In mid-2016, My Food Bag expanded its offering with the launch of Bargain Box[6] and in 2017 launched Fresh Start,[7] a new product range designed specifically for people wanting to manage their weight. In 2019 My Food Bag entered the ready-made meal market with the launch of My Food Bag MADE.[8]

The company now delivers more than one million meals to New Zealanders each month.

Awards
  • Westpac Supreme Business Excellence Award (2017)[9]
  • TVNZ Marketing awards – Emerging Brand (2014)[10]
  • Deloitte Fast 50 – National Rising Star (2014)[11]
  • Westpac Excellence in Innovation Business Awards (2014)[12]

References
  1. https://www.business.govt.nz/companies/app/ui/pages/companies/4142618
  2. McCallum, Simone. "My Food Bag: Solving The 'OMG What's For Dinner' Dilemma". SimoneMcCallum.com. Simone McCallum. Archived from the original on 9 October 2014. Retrieved 4 September 2019.
  3. "My Food Bag says hello to Christchurch". Scoop.
  4. "My Food Bag Announcement Expected Over Companys Future". Stuff.
  5. "My Food Bag Appoints Kevin Bowler as New Chief Executive". Stuff.
  6. "My Food Bag Targets Middle New Zealand". NBR.
  7. "Fresh Start with Nadia by My Food Bag". Scoop.co.nz.
  8. "My Food Bag delivers Ready Made Meals". Stuff.co.nz.
  9. "My Food Bag Bags Big Prize". NZ Herald.
  10. Gapes, David. "BP, Whittakers, Frucor, Geoff Ross cast long shadows at Marketing Awards". www.mad-daily.com. Retrieved 16 November 2015.
  11. Idealog (7 November 2014). "Drumroll for Deloittes' new rock stars of high growth who use technology to power high speed internet, cheap car service, fund management and more". Idealog. Retrieved 16 November 2015.
  12. Finance, Yahoo. "Food delivery service bags Westpac Business Award". nz.finance.yahoo.com. Yahoo. Retrieved 16 November 2015.
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