Estonian startup Yummy lets you prompt your groceries and AI rebuilds the menu

Yummy is an Estonian meal-planning and grocery platform whose AI creates fully customizable recipes and meal kits from natural-language preferences.

Shoppers will describe outcomes — cheaper, low-carb, more Polish — and let AI generate and adapt the entire meal plan, rather than picking ingredients item by item.

$3.6 million from Estonian-founder angels including Markus Villig (Bolt), Martin Koppel (Fortumo), Marko and Kristel Kruustük (Testlio), plus Startup WiseGuys, Hatcher, DEPO and Exelixis.

The co-founders started Clean Kitchen, a meal-kit company, in Estonia in 2020. Along the way they built an AI that creates and adapts recipes to taste and dietary restrictions, complete with AI-generated images of the dishes.

On Yummy's platform, planning works like a DALL-E prompt: 'I don't like rice' produced potato and pasta variants and a permanent no-rice preference; 'less carbs' dropped the pasta and added a vegetable dish. A 'make them more Polish' prompt on Estonian recipes swapped generic ingredients for locally available ones ahead of the Poland launch, and 'make it faster', 'sweeter', 'low calorie' or 'low sodium' each reshuffle the menu automatically.

Recipe modification by hand is arithmetic nobody does: change one ingredient and the whole balance breaks.

Generative recipe and image creation makes every menu item infinitely customizable at near-zero marginal cost.

Prompted preferences persist — the system learns an endless catalogue matched to one person's constraints.

Localisation by prompt turns a menu into a market entry tool, as the Poland launch demonstrated.

Sell outcomes, not items: when the unit of choice is 'five fish dishes, cheaper', the grocery list becomes a generation problem AI can own.

As of the 10 October 2022 profile, Yummy was opening its meal-kit service in Poland with the localised 'more Polish' menu and had $3.6 million in angel backing behind the AI platform.