11 March 2013
My Food Bag - inspiration arrives at the door
Ever wondered what it would be like to have a top chef manage your menus night after night? Now three female powerhouses
have developed a food service that does just that.
MasterChef 2011 winner Nadia Lim has joined forces with 2012 Businesswoman of the Year Cecilia Robinson and prominent
New Zealand business leader Theresa Gattung to cook up a new home delivery service that will revolutionise the way we
cook and eat at home.
My Food Bag founders Nadia Lim, Theresa Gattung and Cecilia Robinson.
My Food Bag is a weekly service delivering meal kits comprising quality, free range ingredients, together with nutritious seasonal
recipes. All recipes are designed by Nadia Lim who is developing a strong reputation for being at the forefront of
healthy eating in New Zealand.
Each bag contains ingredients for dinners that are simple to prepare, big on flavour, healthy and delicious.
The Classic bag is perfect for families or households of four to five people and contains ingredients and recipes for
five meals that are kiwi favourites with a twist. The Gourmet bag for couples contains ingredients for four meals and
utilises more gourmet produce and products.
The service launches on 10 March and is “ideal for modern lifestyles”, Cecilia Robinson says.
“My Food Bag is about introducing innovation, excitement and variety into home cooking – and it embraces Nadia’s healthy eating
philosophy.”
Nadia Lim’s My Food Bag recipes are easily followed and feature healthy and fresh free range ingredients which are locally sourced wherever
possible. My Food Bag is delivered weekly to the door, liberating consumers from managing the meal-planning and shopping processes.
Meals can be prepared in around 30 minutes and require only easy or intermediate cooking skills. With each delivery,
Nadia Lim provides notes for that week that include useful cooking tips and how to keep leftovers, among other handy
hints.
Cecilia Robinson says the new service is destined to change the way Kiwis eat.
“Imagine it – fresh, healthy and delicious, the meal ideas and ingredients arrive right at your door,” Ms Robinson says.
“My Food Bag puts fun and enjoyment in to home cooking and introduces new variety to meal times. It’s also smart budgeting, cuts
down on waste and represents effective use of your valuable time.”
Nadia Lim says her aim is to introduce excitement and add seasonal variety to what is a very convenient way for busy
people to cook.
“I know from experience that convenience very often is not associated with healthy eating and variety but all that
changes with My Food Bag. It’s a fresh and exciting and fabulous approach to nutrition and healthy eating. All meals I’ve created should delight
the taste buds without offending the waistline.”
My Food Bag works like this. On a Sunday or Monday evening each week, customers receive the recipes and ingredients for main meals.
Currently there are two types of bag – the Classic for a family of four or more which costs $179 for five meals and the
Gourmet bag ($139) with four meals for two people, both offerings include free delivery.
The Classic bag costs around $9.00 a meal per person and the Gourmet bag, $17.40. Home cooks do need to provide some
basic pantry items such as oils, flours, condiments and the like. But otherwise, everything else required is in My Food Bag.
Cecilia Robinson, the founder and managing director of My Food Bag, also founded Au Pair Link, Australasia’s largest au pair company. She has a genuine passion for good food and has seen
a similar model to My Food Bag in her native Sweden.
My Food Bag launches in Auckland and Ms Robinson plans to extend it to other metropolitan areas as the business grows.
Ends