We have seen AIs creating music, pornography and art. Estonian startup Yummy started out as a meal kit startup, but along the way created an AI capable of creating and adapting recipes to suit your tastes and dietary restrictions, with images generated by the app. ‘IA of what your dishes might look like.
“Imagine a world where you didn’t have to spend years of your life deciding what to eat, researching recipes, researching nutritional information and health benefits, dieting, and shopping,” says co-founder and CEO Martin Salo in an interview with TechCrunch. “Imagine us solving this complex problem on your behalf, based on your personal preferences – and succeeding every time.”
The co-founders of the company together launched Clean Kitchen in Estonia in 2020. The company has just raised a series of angel investments to bring meal kits to parts of the world where they are not as widespread as in the States United, for example. More Beyond meal kits, the company is carving out a new market share, making every recipe customizable.
“We use generative AI and other cutting-edge technologies to create a fully customizable meal planning and grocery shopping experience that respects budget, taste, health and variety, while minimizing food waste,” says the company’s CBO, Karl Paadam. “We don’t think in terms of individual store items, but rather providing customers with personalized results.”
On the Yummy platform, the company wants to make this as simple as writing a Dall-E prompt; “I want to have a varied vegetarian diet that fits my taste preferences, my exercise routine and my budget,” for example.
“When you think of today’s grocery world, it’s all about ingredients or maybe recipes in meal kits, right? You can filter your search or maybe change the ingredients to sort of get what you want, but that’s a lot of work,” says Salo. “What if you didn’t talk about every ingredient but instead made broader choices? You might say “I want five fish dishes” and then “Okay, now make it cheaper” or “I want this to be a balanced diet”. These things all have specific meanings to humans, but figuring it all out by hand would take a lot of work. Figure out what all the ingredients contain, and if you change one ingredient, it throws everything off balance. If you do your monthly shopping, you might actually be browsing through hundreds of items – do you have time to read all those labels? »
This is where Yummy throws the AI at the problem, giving users the ability to make dishes with variations:
The cool thing is that the company’s software doesn’t just generate the new recipes, it also generates the images to go with it. Very cool.
“What makes this experience so powerful is that in a short time while using the service, we will learn how to create an endless amount of recipes that will exactly match all of your preferences. Always,” laughs Paadam. “You’ll never have to think about all the intricacies about food again.”
The company claims these features allow for healthier eating with seasonal or locally available specialty ingredients.
“We did some really cool experiments. We’re now opening our meal kit service in Poland, and we took a couple of our Estonian recipes and said “make it more Polish”, and all of a sudden, boom, some national ingredients that appeared in the instructions are replaced,” says Paadam. “The more generic ones have been replaced by specific ingredients available locally. It’s magic. We can say “make it cook faster”, “make it sweeter”, “make it low calorie”, or “make it low sodium”, and the AI takes care of that. You don’t have to read labels to do all that research.
The company is backed by a collective of Estonian founders acting as angel investors, raising $3.6 million from investors including Markus Villig of Bolt, Mart Abramov of TaxScouts, Martin Koppel of Fortumo, Thomas Padovani of Adcash, Marko and Kristel Kruustük from Testlio, etc. as well as Startup WiseGuys, Andreas Mihalovits, Hatcher, DEPO and Exelixis, etc.
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