MenuAid became Appetise after a NZ$4 million pre-Series A

MenuAid renamed itself Appetise following a NZ$4 million pre-Series A backed by Icehouse Ventures and OIF. The consumer meal-planning app is free, and the company sells aggregated grocery-basket insights to food and beverage brands across Australia and New Zealand.

We backed Appetise because meal planning sits at the center of a large, recurring consumer habit, and Toby and Elise Hilliam turned a genuinely useful free app into a data business that food brands pay for. They built real engagement first, then found a durable way to earn from the panel without charging the households that rely on it. Demand from grocery and CPG companies for shopper insight is what made the timing work.

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