The dinner question
is slowly killing us
Most people know what they should eat. The hard part is actually doing it, day after day, when life gets in the way. We researched why, and we're building the fix.
The data doesn't lie
Meal planning is a $972M market with a 90% abandonment rate. We dug deep to figure out why.
Abandon within a month
Users quit because plans don't flex. One bad day and the whole week falls apart.
“I don't feel like this”
The top failure mode. Hunger is emotional and unpredictable. Rigid plans can't handle that.
Major apps died in 2024-25
Yummly and PlateJoy both shut down. Corporate neglect, not market rejection.
Why every meal plan eventually breaks
Sunday: you meal prep with ambition. Monday: you follow the plan. Tuesday: close enough. Wednesday: “I don't feel like eating this today.” Thursday: you skip the plan and order Deliveroo. Friday: the containers judge you from the fridge.
This isn't a willpower problem. It's a design problem.
Generating a recipe is a question. Meal planning is a relationship. Every existing app treats it like the former.
Meet Snackes
A conversational AI that helps you eat well and stick to it, even when your mood, your schedule, and your fridge have other ideas.
Named after Nanny Ogg's legendary Discworld cookbook “The Joye of Snackes”, because good food should bring joy, not arguments.
Snackes doesn't hand you a rigid weekly plan and hope for the best. It knows your mood, your fridge, your calendar, your household's dietary chaos, and that you're standing in the kitchen at 10pm wondering if cheese on toast counts as dinner. (It does. But Snackes has better ideas.)
Built for how you actually eat
Designed to keep you on track, not punish you when you're not.
Mood-first planning
"I feel like prawns today" and the whole plan adapts. No rigid menus. No guilt for changing your mind.
Household profiles
Same meal, different forks. Your prawn stir-fry with chilli, their version with lemon and herbs. One cook, two happy people.
Calendar-aware
Friday's a pub night, so Saturday gets a fry-up and a lazy dinner. It knows who's home, who's hungover, and replans the whole day automatically.
Late-night rescue
It's 11pm. The only delivery options are pizza, burger, or kebab. Snackes checks your fridge first, suggests a quick cook, or finds you the least damaging takeaway option.
Pantry memory
Snap your receipt, photograph the fridge, scan a barcode. Snackes remembers what you have and knows when things are running low.
Daily rebalancing
Had a massive fry-up? Lunch and dinner adjust automatically. Over your calories? Snackes finds the lowest-impact options so one meal doesn't ruin a whole week.
This is what dinner sounds like now
Prawn & avocado rice bowls - 15 mins, one pan.
Yours: sriracha mayo drizzle
Ola's: lemon herb (she's not big on heat)
380 cal · 28g protein · 12g fat
Got rice? You bought a bag from Tesco on Tuesday.
Or I can add rice to tomorrow's order. You're at 78% of weekly budget with 2 days left.
What no one else is building
We analysed every competitor. Nobody combines more than three of these eight pillars.
Calendar-aware adjustment
Connected to your real calendar. Knows who's home tonight, that you're out drinking on Friday, and that Saturday is meal prep day.
Dietary fork points
One recipe, branching instructions. Your version gets chicken, your partner's gets halloumi. Same pan, same timing, both happy.
Late-night rescue system
Layered approach: check the fridge, suggest a quick cook, deploy emergency snack stash, last resort - find delivery still open.
Mood-based learning
Not just "you rated this 4 stars." Learns that you crave carbs when stressed, want light food after gym, and always want soup when it rains.
Eat better without thinking about it
Snackes launches soon. Drop your email and we'll feed you first.
No spam. Just a heads up when Snackes is ready to cook for you.