# Appetise

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/appetise

- Industry: Software
- Headquarters: Christchurch, New Zealand
- Website: www.appetiseinsights.io
- Total disclosed funding: $7M
- Latest round: Series A (Feb 19, 2026)
- Investors on record: 5

## About

Based in Christchurch, New Zealand, and founded in 2021 by CEO Toby Hilliam and COO Elise Hilliam, Menuaid Limited, doing business as Appetise, operates as a market research and consumer insights firm that provides FMCG brands with an understanding of consumer behavior and motivations, from pre-purchase to post-purchase stages. In February 2026, Appetise raised USD 7 million in series A funding led by Icehouse Ventures, with participation from OIF Ventures, NZVC, K1W1, and TEN13.

Appetise offers a platform that provides behavioral insights into the shopping habits of households in New Zealand and Australia. By analyzing real and observed purchase behavior, the platform helps businesses understand who buys their products, segmenting shoppers by household and geography. The insights also reveal shopper motivations, dietary preferences, and shopping routines, such as preferred shopping times and retailers. Additionally, Appetise tracks recipe trends and meal popularity, allowing companies to tailor their product offerings, marketing strategies, and promotional efforts.

The company plans to use the February 2026 funding to expand its operations in Australia, develop the insights platform, and prepare for entry into the US.

## Funding rounds

- Series A, Feb 19, 2026, $7M — K1W1, OIF Ventures, Icehouse Ventures, TEN13, NZVC

## Investors

- K1W1 — Series A
- OIF Ventures (https://capitalatlas.ai/funds/oif-ventures) — Series A
- Icehouse Ventures (https://capitalatlas.ai/funds/icehouse-ventures) — Series A
- TEN13 (https://capitalatlas.ai/funds/ten13) — Series A
- NZVC (https://capitalatlas.ai/funds/nzvc) — Series A