My Foodie Box confirmed the large-scale consumer launch of its unique Thermomix® box range, together with the activation of a coordinated marketing campaign to the ~ 125,000 Thermomix® owners in Western Australia. The consumer launch follows extensive engagement with The Mix Australia (TMA), holder of distribution rights for Thermomix® in Australia, and a trial of MBX Thermomix® boxes by ~250 Western Australian based sales agents in recent months1. During the engagement process, the parties worked collaboratively to create and test a unique Thermomix® box range that combines the convenience and quality of My Foodie Box meal kits whilst using the Thermomix® all-in-one technology to produce a product aligned with the expectations of the Thermomix® community.

Thermomix® began its Australian operations in Perth and the head office for Australia and New Zealand is still in Perth, where Thermomix® has a strong and loyal customer base approaching 125,000 Thermomix® owners in the Perth metro area. Across Australia, Thermomix® has a growing customer base of approx. 406,000 customers in Sydney, Melbourne and Brisbane.

The My Foodie Box Thermomix® box range will be launched, in stages, to the Thermomix® community in WA first, before a wider rollout that is planned to the Thermomix® community across Australia as MBX expands its operations into the eastern states over the next 12 months.