Appetise (formerly MenuAid) runs a two-sided business: a free meal-planning and shopping app used by households, and Appetise Insights, a subscription analytics product sold to FMCG brands. By making the consumer tool free, the company sacrificed roughly NZ$400 k in subscription revenue to amass behavioural data across the entire shopping journey, creating what it claims is the largest food and beverage behavioural panel in Australia and New Zealand. The platform now has more than 110,000 active users, whose anonymised data underpins a B2B revenue stream that has reached NZ$3.5 million and tripled in the last six months. Around 70% of current growth comes from Australia, where over 70 brands—including Kraft Heinz and Lee Kum Kee—license the insights. The dataset enables brands to identify whitespace, refine category management and understand purchase drivers earlier than sales-scan or survey methods. Fresh capital will fund deeper Australian penetration, further development of the insights platform and preparatory work for a U.S. launch, which requires localisation for imperial measurements, retail structure and terminology. Management believes the free-utility/paid-data model can continue to scale as brands seek real-time intent signals.

Total raised

$7M

Funding rounds

1

Latest round

Series A

Latest activity

Feb 2026