Filibaba is a small Swedish startup that creates green recipe apps on an app plattform that’s been downloaded more than 700 000 times. On August 26th, Filibaba launched a new app in collaboration with Vegourmet, the eco-conscious food magazine from Sweden.
On launch day, Vegourmet quickly rose to the top position within the Food & Drink category in the Swedish iPhone App Store. Later in the day, it had reached to number 4 overall spot in Sweden, beating out Minecraft for a few hours. ‘Vegourmet’ trended in the search page. This traction was driven purely through marketing efforts by Filibaba and Vegourmet.
At noon, PST, the App Store featured page was refreshed and Vegourmet was chosen among ‘Best New Apps’ in 40 countries, including the U.S and UK. It was also featured under ‘Healthy Eating’ in the Food & Drinks section.
Rave five-star reviews started appearing:
“So easy to use” said App Store user Bmp01070107. “I love this app and I haven't even made a single recipe yet. They've made it so easy to navigate. I love that you can pull over your ingredients list from one direction, while accessing the instructions from a different corner of the screen. No more endless scrolling. And beautiful pictures make the recipes look so tempting. Can't wait to try one!”
“Amazing!” said Rob18474559372. “The recipes are great, as are the photos! The design of the app is flawless too. It's a real joy to use. Highly recommended!”
Vegourmet was covered in news site around the web:
"Vegourmet is absolutely beautiful with some stellar photographs” said Preshit Deorukhkar of beautifulpixels:
Vegourmet was promoted in a contest by Sweden’s largest animal rights organisation Djurens Rätt:
It was also covered by Pinto Magasin, Sweden’s largest vegan news site:
It also received a enthusiastic review from Swedish Apple news site Apple Yra:
Not all reviews were completely positive, “too few recipes” said App Store user Akagbg, and this is something Filibaba and Vegourmet plan to adress over the coming months, as Vegourmet has released several new magazines since the production of their app started.
Screenshots och additional press material:
Filibaba was founded in 2011, and they released their first app in 2012. From the start, the idea was to inspire people to cook vegetarian more often, with benefits to health and the environment. Filibaba was founded by the siblings Jenny and Viktor, and the first app, Veggie Meals, contains recipes from their upbringing. Jenny and co-founder Max has a broad range of design experience from clients like Apple and Electrolux, but also startups like Wrapp and Spotify.