When searching for an idea for our group project, we considered which everyday problems we regularly encounter and how GenAI could help solve them. It became clear quickly that we spend a lot of time each week planning our shopping, yet too much food still ends up in the trash. We wondered if it was just us, but our research showed that the average Dutch citizen throws away an average of 33–34 kilograms of still-edible food per year. (Van Lieshout & Knüppe, 2025) Given that many people around the world are suffering from hunger and the environment is affected by overproduction and disposal of food, we see an urgent need for action. This is a problem we want to tackle with our startup SMAAK.
Our solution
The key lies in intelligent, AI-supported shopping planning. SMAAK suggests suitable recipes based on individual preferences and dietary requirements and considers which foods are already available in the household. Fast-perishing products are planned for the beginning of the week to prevent them from spoiling. The app also ensures that ingredients are used multiple times to use up leftovers completely.
The next step is SMAAK‘s shopping assistance- Using the automatically generated shopping list, the app determines which stores currently offer the best prices for the required products. Distance and current offers are also considered, so users save not only time but also money. After shopping, receipts can be easily scanned or photographed. The app stores the purchased products in a digital pantry, knows their shelf life and takes existing food into account when planning for the coming week. With each use, SMAAK learns, recognizes habits, takes preferences into account and automatically adapts to the user’s behaviour.
Our business model
SMAAK is offered as a freemium model. The basic version includes all core functions, while the premium model offers additional features for €4.99 per month, including advanced preference settings, personalized recipe suggestions and detailed shopping analyses.
The added value for users
By subscribing to SMAAK, users can save up to €25 per month by reducing food waste. This already exceeds the monthly subscription cost of €4.99. In addition, the app can save up to two hours per month through automatic weekly meal planning, shopping list creation, price comparisons and discount suggestions. At the same time, users are actively contributing to greater sustainability in their everyday lives.
SMAAK turns what is already in your kitchen into a smart weekly plan that saves money, time and food. It learns your tastes, plans perishables first and helps shop the best deals!
Sources:
Van Lieshout, L., & Knüppe, J. (2025). Consumer food waste – Fact sheet. Voedings Centrum. https://www.voedingscentrum.nl
