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§ Private Profile · Cairo, Egypt
Digital media company providing content, events, and e-commerce for Italian food, drink, and lifestyle enthusiasts.
Appetito is a technology-driven grocery delivery and e-commerce platform based in Cairo, Egypt, that operates a network of dark stores to supply consumer packaged goods and fresh food directly to urban consumers. The company serves the fast-moving consumer goods market across the Middle East and North Africa region by generating revenue through retail margins and delivery fees. Prior to its regional consolidation, the enterprise secured an initial $2 million Pre-Series A funding round backed by institutional investors including Jedar Capital. In June 2022, the firm expanded its geographic footprint by acquiring the Maghreb-based quick-commerce startup Lamma. Later that same year, the business executed a strategic merger with the Saudi Arabian grocery startup Jumlaty to form a new combined holding company operating under the name Nomu. Appetito was formally founded in 2020 by Shehab Mokhtar.
Appetito has raised $2.5M across 2 funding rounds.
Appetito has raised $2.5M in total across 2 funding rounds.
Appetito has raised $2.5M in total across 2 funding rounds.
Appetito's investors include Jedar Capital, DFS Lab, Golden Palm Investments, Ahmed Al Alola, Idris Ayodeji Bello.
Appetito has raised $2.5M across 2 funding rounds. Most recently, it raised $2.0M Seed in November 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Nov 1, 2021 | $2M Seed | Jedar Capital | DFS LAB, Golden Palm Investments | Announced |
| Apr 1, 2021 | $450K Seed | Ahmed AL Alola | Jedar Capital, Idris Ayodeji Bello | Announced |
Appetito is an Egyptian on-demand grocery delivery startup founded in 2020 that operates a platform delivering fresh baked products, groceries, savory and sweet snacks, and later expanded to non-food items like personal care products and detergents.[1][2][3] It sources products directly from manufacturers such as Procter & Gamble, Coca-Cola, and Pepsi, stores them in warehouses and dark stores (mini fulfillment centers), and ships to customers via website, mobile app, or social media, targeting affordability and convenience in Egypt's retail market.[1][2][3] The company raised $2.45M total, including a $2M pre-Series A in 2021 and $450K seed, operated 7 dark stores in Cairo with plans for 150 by 2024, but merged with Saudi-based Jumlaty in December 2022 to form NOMU, a food tech company expanding into B2B HORECA (hotels, restaurants, catering) and new markets.[1][2]
Appetito was founded in March 2020 (some sources note 2020 generally) in Giza/Cairo, Egypt, by co-founder and CEO Shehab Mokhtar, who aimed to address retail supply chain inefficiencies by sourcing directly from manufacturers for affordable, convenient delivery.[1][2][3] The idea emerged from Egypt's growing demand for quick grocery services; it launched with groceries in 2017 per one account (likely pre-official founding) and quickly gained traction with over 100,000 app downloads, securing $450K seed in April (year unspecified, post-founding) and $2M pre-Series A in November 2021 from investors betting on regional quick commerce.[1][2][3] A pivotal moment came in December 2022 when Appetito merged with Jumlaty to create NOMU, enabling B2B expansion and fresh funding for tech like AI procurement chatbots.[1]
Appetito rode the global quick commerce wave in emerging markets, particularly Egypt's fast-growing on-demand grocery sector, where startups like Breadfast lead Africa in funding and adoption amid urbanization and e-commerce booms.[1][3] Timing aligned with post-COVID delivery surges and MENA's retail digitization, fueled by young demographics and FMCG shifts to direct-to-consumer models; market forces like supply chain disruptions favored its manufacturer-direct approach.[3] Post-merger into NOMU, it influences the food tech ecosystem by pioneering B2B HORECA in Saudi Arabia, Egypt, Tunisia, Morocco, and targeting Pakistan/sub-Saharan Africa plus 50 cities by 2025, blending consumer delivery with SaaS/AI for regional efficiency.[1]
NOMU (post-Appetito merger) is poised to dominate MENA food tech with recent seed funding for HORECA expansion, AI chatbots, and new markets, capitalizing on quick commerce's momentum.[1] Trends like AI-driven procurement and B2B digitization will shape its path, potentially evolving from consumer grocer to full supply chain platform amid competition. As Egypt's delivery pioneers merge and scale, NOMU could redefine affordable food access across emerging regions, echoing Appetito's original mission of supply chain innovation.