My Food Bag

My Food Bag Group Limited

My Food Bag logo
Company type	Public
Traded as	NZX: MFB
Industry	Retail e-commerce grocery delivery
Founded	11 December 2012;13 years ago (2012-12-11) in Auckland, New Zealand [1]
Founders	Cecilia Robinson James Robinson Theresa Gattung Nadia Lim Carlos Bagrie
Headquarters	Level 3, 56 Parnell Road, Parnell, Auckland , New Zealand
Areas served	New Zealand
Key people	Tony Carter (Independent Chair) Mark Winter (CEO)
Number of employees	200+ (2021)
Website	www.myfoodbag.co.nz

My Food Bag is a New Zealand meal-kit home-delivery service providing customers with ingredients and recipes to cook meals. The company is publicly traded and was floated on the NZX and ASX on 5 March 2021. ^{[2] [3]}

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. ^[4] My Food Bag expanded into the Wellington region in September 2013 and then into the South Island in November 2014. ^[5]

In 2016, New Zealand private equity firm Waterman Capital invested in My Food Bag. ^[6] In June 2018, co CEOs Cecilia and James Robinson moved to non-executive director roles and Kevin Bowler was appointed as CEO. ^[7]

My Food Bag was floated on the NZX and ASX on 5 March 2021 and Mark Winter has been CEO since 2022. ^[8]

Business

My Food Bag delivers its customers weekly boxes that contain recipes and the food ingredients needed to make their dinners for a week. 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 recipes under the My Food Bag brand including Quick & Easy, Gluten Free, Vegetarian and Low Carb to cater for different tastes and preferences.

In mid-2016, My Food Bag expanded its offering with the launch of Bargain Box ^[9] and in 2017 launched ^[10] a new product range called Fresh Start designed specifically for people wanting to manage their weight. In 2019 My Food Bag entered the ready-made meal market. ^[11]

In 2024, My Food Bag expanded beyond weeknight meals into the gifting market, with the launch of the My Food Bag Shop which offers foodie gifts and care packages for fast nationwide delivery. ^[12]

My Food Bag launched a Diabetes Plan in 2025 in partnership with Diabetes NZ. ^[13] In 2026, My Food Bag introduced a GLP-1 Support menu under its Fresh Start brand, coinciding with the broader availability of GLP-1 medications to consumers in New Zealand. ^[14]

Awards

• No.1 meal kit delivery service. (2025) ^[15]
• 2 Degrees Supreme Employer of the Year Award (2024) ^[16]
• HRNZ Organisational Change Winner (2023) ^[17]
• Westpac Supreme Business Excellence Award (2017) ^[18]
• TVNZ Marketing awards – Emerging Brand (2014) ^[19]
• Deloitte Fast 50 – National Rising Star (2014) ^[20]
• Westpac Excellence in Innovation Business Awards (2014) ^[21]

References

1. "View All Details".
2. "My Food Bag Lists on NZX & ASX". NZX. 5 March 2021. Retrieved 27 August 2021.
3. Edmunds, Susan (5 March 2021). "My Food Bag joins New Zealand share market". Stuff . Retrieved 27 August 2021.
4. 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.
5. "My Food Bag says hello to Christchurch". Scoop.
6. "My Food Bag Announcement Expected Over Companys Future". Stuff. 18 October 2016.
7. "My Food Bag Appoints Kevin Bowler as New Chief Executive". Stuff. 16 May 2018.
8. "My Food Bag appoints Mark Winter CEO". NZ Herald. Retrieved 16 October 2025.
9. "My Food Bag Targets Middle New Zealand". NBR. 21 June 2016.
10. "Fresh Start with Nadia by My Food Bag". Scoop.co.nz.
11. "My Food Bag delivers Ready Made Meals". Stuff.co.nz. 30 May 2019.
12. Raynel, Tom. "My Food Bag enters online food market with bundle options". NZ Herald. Retrieved 16 October 2025.
13. "Diabetes New Zealand". DIABETES NEW ZEALAND. 27 March 2025. Retrieved 16 October 2025.
14. Reitsma, Bethany. "'Not a silver bullet': The hidden health costs of weight-loss injections". NZ Herald. Retrieved 16 October 2025.
15. "Best Meal Kits | Reviews & Ratings". Canstar Blue. Retrieved 16 October 2025.
16. "Best of the Best 2024". Auckland Business Awards. Retrieved 16 October 2025.
17. "2023 NZ HR Awards winners announced!". www.hrnz.org.nz. 10 March 2023. Retrieved 16 October 2025.
18. "My Food Bag Bags Big Prize". NZ Herald.
19. Gapes, David (28 August 2014). "BP, Whittakers, Frucor, Geoff Ross cast long shadows at Marketing Awards". www.mad-daily.com. Retrieved 16 November 2015.
20. 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.
21. Finance, Yahoo. "Food delivery service bags Westpac Business Award". nz.finance.yahoo.com. Yahoo. Retrieved 16 November 2015.