An app that connects recipe planning directly to online grocery shopping has won nearly £500k in backing in an oversubscribed funding round.
Backed by industry names including former Asda CEO Roger Burnley, Plate Up helps consumers plan meals, compile recipes, and then shop for ingredients within a single app.
All products are delivered at supermarket prices, with users able to choose between retailers such as Tesco and Sainsbury’s for ingredients.
The app has won a user base of more than 10,000 monthly active users, with over 50,000 registered users, and takes its income from brand and retail partners.
Founder Conor Boyle left a career in commercial law to develop the app, which he is committed to keeping free for users.
“Families are stuck choosing between options that are expensive, time-consuming, unhealthy, or all three,” he explained.
“Recipe boxes lock people into subscriptions with inflated prices. Traditional recipe apps leave people to figure out the shopping themselves.
“Supermarket shops lack inspiration and lead to food waste. And when good intentions fall apart by mid-week, budgets creep up and dinnertime becomes another hassle.”
He claimed that the biggest barrier to home cooking was planning. By picking recipes, adding everything to the in-app basket, “the entire weekly shop can be completed in just three minutes”, he said.
Recipes on the app are developed by celebrity chefs including Tom Kerridge, Hugh Fearnley-Whittingstall and Jade Greenhalgh.
No comments yet