Want to create an interactive transcript for this episode?
Podcast: Business Is Boring
Episode: How free meal planning is changing food research
Description: What started as a way to escape meal planning admin has turned into a powerful tool shaping the future of food.
Appetise is a free, recipe-rich meal planning and smart shopping platform loved by tens of thousands across New Zealand and Australia. Co-founders Toby and Elise Hilliam transformed an admin-killer into a two-sided business: empowering home cooks and providing FMCG brands with authentic, behavioural insights.
In this episode, we explore how Appetise launched for free, rebranded from MenuAid, and leveraged its growing user base—now over 90,000 households—to deliver billions of genuine data points a mont...