My Food Bag
My Food Bag is a New Zealand meal-kit and prepared-food delivery brand that sends recipes and ingredients to households across the country.
Last updated August 26, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
My Food Bag is a New Zealand food-delivery company built around the meal-kit model: customers select or receive weekly boxes containing recipes and the ingredients required to prepare home-cooked dinners. The company was launched in Auckland in 2013 and became one of New Zealand's longest-standing meal-kit providers. Its founding group combined entrepreneurial, business, culinary, nutrition, and media experience. Cecilia Robinson and James Robinson co-founded the business with celebrity chef and nutritionist Nadia Lim, her husband Carlos Bagrie, and Theresa Gattung. The first deliveries were made in Auckland in March 2013. The service expanded to Wellington in September of the same year and reached the South Island in November 2014, establishing nationwide coverage. Its operating proposition has been to simplify home cooking by reducing meal planning, shopping, and ingredient preparation while retaining the experience of cooking at home. Recipes are developed by the company's Development Kitchen team, and ingredients are predominantly sourced from local suppliers. The business has stated that its meat and eggs are free range or free farmed. My Food Bag has broadened its offer beyond a single standard meal-kit format. Its recipe range has included Quick & Easy, Gluten Free, Vegetarian, and Low Carb options, allowing the brand to address different cooking times, dietary requirements, and lifestyle preferences. In mid-2016 it launched Bargain Box, a value-oriented meal-kit proposition. In 2017 it introduced Fresh Start, a range designed for customers seeking to manage their weight. The company entered the ready-made meal market in 2019, extending its role from supplying ingredients to providing more convenient prepared-food solutions. The company has also undergone important ownership and governance changes. New Zealand private-equity firm Waterman Capital invested in My Food Bag in 2016. In June 2018, co-chief executives Cecilia and James Robinson moved into non-executive director roles, and Kevin Bowler became chief executive. My Food Bag was floated on both the NZX and ASX on 5 March 2021, marking a transition to public-market ownership. Mark Winter has served as chief executive since 2022. In 2024, My Food Bag expanded further into gifting through the My Food Bag Shop, offering food-related gifts and care packages intended for rapid nationwide delivery. The brand's more recent product development has continued to connect convenience with specific nutritional needs. In 2025 it launched a Diabetes Plan in partnership with Diabetes New Zealand. The company also introduced a GLP-1 Support menu under Fresh Start in 2026, in the context of increasing consumer use of GLP-1 medicines in New Zealand. These developments show an evolution from a conventional meal-kit provider toward a broader food, nutrition, convenience, and gifting platform serving the New Zealand market.
History
My Food Bag was established in New Zealand as a meal-kit home-delivery business and made its first deliveries from Auckland in March 2013. The founding team consisted of Cecilia Robinson and James Robinson, celebrity chef and nutritionist Nadia Lim, Carlos Bagrie, and Theresa Gattung. Their concept addressed the practical difficulties associated with preparing home-cooked meals: customers received the recipes and measured ingredients needed to cook a set of dinners without having to plan a weekly menu or make a separate grocery trip for every recipe. The business expanded quickly from its initial Auckland base. It entered the Wellington region in September 2013 and extended service to the South Island in November 2014. This geographic development established My Food Bag as a nationwide New Zealand meal-kit provider. Its model relied on weekly deliveries and a recipe-development operation that created meals for different preferences and levels of convenience. The company emphasized locally sourced ingredients and stated that its meat and eggs were free range or free farmed. My Food Bag developed a portfolio strategy rather than relying solely on one premium meal-kit proposition. In mid-2016 it launched Bargain Box, a more value-focused range intended to broaden the accessible market for meal kits. The same year, New Zealand private-equity firm Waterman Capital invested in the business. In 2017 My Food Bag added Fresh Start, a range aimed at people managing their weight. The core brand also offered formats and recipe selections such as Quick & Easy, Gluten Free, Vegetarian, and Low Carb, reflecting an effort to serve households with different time constraints and dietary requirements. Governance changed in June 2018, when co-chief executives Cecilia and James Robinson moved into non-executive director roles. Kevin Bowler was appointed chief executive. My Food Bag subsequently expanded beyond raw ingredients and recipe cards by entering the ready-made meal market in 2019. This broadened the company's relevance to customers seeking convenience at different levels, from cooking with a supplied kit to receiving food that required less preparation. A major corporate milestone occurred on 5 March 2021, when My Food Bag was floated on both the New Zealand Exchange and the Australian Securities Exchange. The listing marked the company's transition into a publicly traded business. Mark Winter has been chief executive since 2022. The brand continued to broaden its commercial scope in the 2020s. In 2024 it launched My Food Bag Shop, a gifting and care-package business offering food-related products with nationwide delivery. In 2025 it introduced a Diabetes Plan in partnership with Diabetes New Zealand. In 2026 the Fresh Start brand introduced a GLP-1 Support menu, aligning the company's health-oriented offering with changing consumer interest in GLP-1 medicines. Taken together, these developments show My Food Bag evolving from a conventional weekly meal-kit provider into a broader New Zealand food platform spanning meal kits, value products, health-oriented plans, prepared meals, and gifting.
- 2026
GLP-1 Support menu introduced
[1]Fresh Start adds a GLP-1 Support menu in response to growing consumer access to GLP-1 medicines in New Zealand.
- 2025
Diabetes Plan introduced
[1]My Food Bag launches a Diabetes Plan in partnership with Diabetes New Zealand.
- 2024
My Food Bag Shop launches
[1]The company expands into food gifting and care packages through the My Food Bag Shop.
- 2022
Mark Winter becomes CEO
[1]Mark Winter assumes the chief executive role.
- 2021
Dual-market public listing
[1]My Food Bag is floated on the NZX and ASX on 5 March 2021.
- 2019
Ready-made meals launched
[1]My Food Bag enters the ready-made meal segment.
- 2018
Founders move to non-executive roles
[1]Cecilia and James Robinson leave the co-chief executive roles and become non-executive directors; Kevin Bowler becomes chief executive.
- 2017
Fresh Start introduced
[1]My Food Bag launches Fresh Start, a range designed for customers interested in managing their weight.
- 2016
Waterman Capital investment
[1]New Zealand private-equity firm Waterman Capital invests in My Food Bag.
- 2016
Bargain Box introduced
[1]The company launches Bargain Box as a value-oriented meal-kit proposition.
Products and positioning
Convenient, locally sourced home cooking with meal choices designed around different budgets, preparation times, dietary preferences, and health goals.
Meal kits · 2013
My Food Bag
The core service provides weekly boxes containing recipes and the ingredients required to prepare dinners at home. The brand's recipe portfolio includes options such as Quick & Easy, Gluten Free, Vegetarian, and Low Carb, allowing customers to choose meals according to preparation time, dietary needs, and personal preferences. Ingredients are predominantly sourced from local suppliers.
Value meal kits · 2016
Bargain Box
Bargain Box is a value-oriented meal-kit range introduced to make the meal-kit format more accessible to budget-conscious households. It retains the basic proposition of supplying recipes and ingredients for home cooking while emphasizing affordability within the company's broader portfolio.
Health-oriented meal plans · 2017
Fresh Start
Fresh Start is a health-focused range introduced for customers seeking meals associated with weight management. It later became the home of the GLP-1 Support menu, extending the range toward consumers looking for food choices compatible with changing medical and nutritional needs.
Prepared meals · 2019
Ready-made meals
My Food Bag entered the ready-made meal market in 2019. This offering broadens the company's convenience proposition by serving customers who want prepared food rather than ingredients that require full cooking and assembly.
Food gifting · 2024
My Food Bag Shop
The My Food Bag Shop extends the brand into gifting, offering foodie gifts and care packages designed for fast nationwide delivery. It represents a move beyond recurring weeknight meal occasions into personal gifting and support occasions.
Specialized nutrition plan · 2025
Diabetes Plan
The Diabetes Plan was introduced in partnership with Diabetes New Zealand. It is intended as a meal-planning option for customers seeking food choices connected with diabetes management.
Specialized nutrition menu · 2026
GLP-1 Support menu
The GLP-1 Support menu was introduced under Fresh Start in 2026. It addresses the food-planning needs of consumers using or considering GLP-1 medicines, although the available reference material does not provide detailed nutritional specifications.
Brand decisions
2026
Introduce GLP-1 Support menuProduct launchBackground
Broader consumer access to GLP-1 medicines created demand for food-planning products associated with changing appetite and nutritional needs.
Action taken
Fresh Start introduced a GLP-1 Support menu.
2025
Launch Diabetes PlanProduct launchBackground
The company expanded its health-oriented food planning in response to the needs of customers managing diabetes.
Action taken
My Food Bag introduced a Diabetes Plan in partnership with Diabetes New Zealand.
Aftermath
The plan added a condition-specific option to the brand's nutrition-focused portfolio.
2024
Expand into food giftingStrategyBackground
The company sought to extend the brand beyond recurring dinner occasions.
Action taken
My Food Bag launched the My Food Bag Shop with foodie gifts and care packages.
Aftermath
The brand gained a gifting and nationwide care-package channel alongside its meal and prepared-food businesses.
2021
Pursue dual-market public listingOtherBackground
After several years of operational expansion and product diversification, the company moved into public-market ownership.
Action taken
My Food Bag was floated on the NZX and ASX on 5 March 2021.
Aftermath
The listing made My Food Bag a publicly traded company in New Zealand and Australia.
2019
Enter prepared mealsStrategyBackground
The meal-kit model required customers to cook, while some consumers sought a more convenient food solution.
Action taken
My Food Bag entered the ready-made meal market.
Aftermath
The company expanded its convenience proposition beyond ingredient kits.
2017
Develop Fresh StartProduct launchBackground
Consumer interest in structured eating and weight management created a basis for a more health-oriented meal range.
Action taken
My Food Bag launched Fresh Start for customers wanting to manage their weight.
Aftermath
Fresh Start became the company's platform for further health-focused menu development.
2016
Introduce Bargain BoxProduct launchBackground
The company sought to broaden its customer proposition beyond its core meal-kit offer.
Action taken
My Food Bag launched Bargain Box as a value-oriented meal-kit range.
Aftermath
The portfolio gained a lower-priced positioning aimed at more budget-conscious meal-kit customers.
2013
Launch a nationwide meal-kit serviceStrategyBackground
The founders identified an opportunity to simplify home cooking by combining recipe planning with delivery of the required ingredients.
Action taken
My Food Bag launched in Auckland and progressively expanded deliveries to Wellington and the South Island.
Aftermath
The expansion established My Food Bag as a nationwide New Zealand meal-kit provider.
Recent events
- 2026
Fresh Start introduces GLP-1 Support menu[1]
Product launch
Fresh Start adds a GLP-1 Support menu as GLP-1 medicines become more widely available to New Zealand consumers.
- 2025
My Food Bag launches Diabetes Plan[1]
Product launch
The company introduces a Diabetes Plan in partnership with Diabetes New Zealand.
- 2024
My Food Bag Shop expands the brand into gifting[1]
Product launch
The company launches a shop selling foodie gifts and care packages for nationwide delivery.
- 2022
Mark Winter becomes chief executive[1]
Leadership change
Mark Winter takes over as chief executive of My Food Bag.
- 2021
My Food Bag lists on the NZX and ASX[1]
Other
The company becomes publicly traded on the New Zealand Exchange and Australian Securities Exchange on 5 March.
- 2019
My Food Bag enters the ready-made meal market[1]
Product launch
The company expands from ingredient-and-recipe boxes into ready-made meals.
- 2018
Leadership transition at My Food Bag[1]
Leadership change
Founding co-chief executives Cecilia and James Robinson move to non-executive director positions, while Kevin Bowler becomes chief executive.
- 2017
Fresh Start meal range launches[1]
Product launch
The company introduces Fresh Start for customers seeking meals aligned with weight-management goals.
- 2016
Waterman Capital invests in My Food Bag[1]
M&A
New Zealand private-equity firm Waterman Capital invests in the company.
- 2016
Bargain Box launches[1]
Product launch
My Food Bag introduces Bargain Box as a value-oriented meal-kit range.
Showing the 10 most recent.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/my-food-bag · Editorial policy · How profiles are compiled