New Zealand meal planning app MenuAid has rebranded to Appetise after raising NZD 4 million in a pre-Series A round, shifting to a free model while focusing on data insights for the FMCG sector.

Target Information

MenuAid, a meal planning and grocery shopping application based in New Zealand, recently underwent a rebranding to become Appetise after successfully raising NZD 4 million (AUD 3.6 million) in a pre-Series A funding round. This funding was supported by notable venture capital firms, including Icehouse Ventures in New Zealand and OIF in Australia. The app offers users tailored recipe recommendations and a streamlined grocery ordering process, catering to over 50,000 users across New Zealand and Australia.

With the rebrand, Appetise is transitioning to a free consumer model, eliminating the previous NZD 4 weekly subscription fee. The company plans to monetize user data on the business-to-business side by establishing a marketing insights platform aimed at the food and beverage industry, enhancing its service offerings.

Industry Overview

The fast moving consumer goods (FMCG) sector is a significant component of New Zealand’s economy, driven by the ever-evolving preferences of consumers. The industry has faced challenges in adapting to rapid changes, w