"Aldi, a week of 5 dinners for £25": Measy broke into the UK Food & Drink Top Grossing chart on one TikTok account, but it's a second-tier copycat
What it is A UK weekly dinner-planning app: pick your supermarket, budget and household size, and it generates a week of dinners plus a shopping list priced by store. Opening it requires a subscription (£29.99/year or £6.99/month).
Why it took off Its own TikTok account posts "Aldi 5 dinners for about £25, save this" image posts, and the content is the app's output. About 9.1M views over six weeks. The UK food category chart has a low bar, so a small number of subscriptions was enough to reach the top 20.
CHow you could copy it Don't build another one in the UK. Take the account-growth playbook of "supermarket name + how many meals + how much it costs" image posts to countries and local supermarkets nobody has covered yet, and in the product show users how much they save before asking them to pay.
- Data (updated daily) · launched 2026-08-26 · US store rating 1 · charted in 11-08 of 7 stores
iOS · best category chart rank · by store UKAustraliaGermanyData 2026-10-28 → 2026-11-08 (12 days, 12 observations). Lower rank is higher; gaps mean it wasn't charted that dayiOS · rating count · US store Number of ratings 1Data day 2026-11-02, only 1 days so far. Apple doesn't give download counts, so rating growth is the proxy
Measy is a UK weekly dinner-planning app. Tell it which supermarket you shop at, your weekly budget and how many people you're feeding, and it lines up 7 dinners and a shopping list priced by store. Opening it hits a paywall. It launched only at the end of August, has 32 ratings in the UK, and yet reached #20 on the UK App Store Food & Drink Top Grossing chart with 11-06. It didn't win on product. It won on an in-house TikTok account that collected about 9.1M views in six weeks. That route stopped working in October, and the UK already has more than a dozen apps using the same template.
One image post with 2M views
On 2026 Sep 6, the TikTok account @measyappai posted a carousel titled "5 LAZY Aldi dinners ready in 20 min." Five slides, one dish and one price per slide, opening with a floppy-disk emoji and a "💾 SAVE this" prompt so you can use it on your next Aldi run. The post collected about 2M views and 20k shares (TikTok, 11-06 stats).
This account's first video went up 8 days before the App Store listing, posted Aug 18. The earliest posts were fake-bystander style: "been shopping at aldi for 4 years and i just found this app". Soon they switched to the fixed format you see now: store name, number of meals, how much it costs, all in the title. The Aug 20 post, "save this for your next Aldi trip, 5 dinners for about £25", got 930k views and 8,119 shares; the Aug 24 post, "5 cheap dinner ideas", reached 1.31M.
The menu in the photo carousel is itself the output of the app. Viewers save it, tap the profile link, and land on the website, whose homepage even has a line that reads "Link not opening? Tap ••• then Open in browser", prepared for TikTok and Instagram's in-app browsers, which fail to open store links. The content is product screenshots, one tap gets you to the paywall, and the path is short.
A user's 4-star App Store review from Sep 29 backs up this route: "The Measy TikTok page shows recipes I can't find in the app." She came in from TikTok, and the recipes on the account weren't in the app.
What it is and what it costs
- What it does: you pick a store (Aldi, Lidl, Tesco, Sainsbury's, ASDA, Morrisons, Waitrose, Co-op, M&S), a weekly budget, number of people, and dietary restrictions, and it generates 7 dinners in one go. Don't want a particular meal? Swap it, and the shopping list updates, grouped in the order you walk the store and priced per item at your chosen store. The website's tagline is "A full week from £25". There's also Measy Fit, which lays out a full day of meals by fitness goal, plus a cooking streak feature, in 7 languages. It also covers stores in Europe and the US.
- Pricing: free to download, but opening it hits the paywall. Annual plan £29.99 (3-day trial), monthly plan £6.99 (no trial).
- Who made it: Tomo Interactive Ltd, based in Manchester. Incorporated 2026 February, renamed to its current name at the end of July. Director Luke Thomson, born 2000 (per the UK Companies House register). The birthday matches the YouTube gaming creator "Tomo", who has 980k subscribers. His audience is gamers, which doesn't overlap with British families cooking dinner, and I didn't see him promoting Measy on his own channel (unverified). What he brings is a feel for making content, not traffic. The company has only this one app.
How much it grew
| Date | UK cumulative ratings | UK Food & Drink Top Grossing chart |
|---|---|---|
| 10-28 | 30 | #37 |
| 10-30 | 30 | #29 |
| 11-05 | 31 | #21 |
| 11-06 | 32 (average 4.0) | #20 |
App Store UK store. Ratings went up by only 2 over 10 days, and new downloads are barely visible, yet its rank has been climbing. From 11-02 to 11-04 it also briefly charted #160–200 on the UK Food & Drink Top Free chart. It charted in Croatia (Top Grossing #3 in 11-03), Ireland (#16 in 11-05) and Lithuania as well, but local ratings there are all 0, so a handful of subscriptions is enough to chart. That doesn't indicate scale.
To judge how much this rank is worth, compare it with the same day's chart: UK Food & Drink Top Grossing #1 Whipp has only 163 ratings, and #7 Herbi has 259. The bar in this category is low; #20 is probably a small daily trickle of new subscriptions plus renewals. How much Measy actually makes in a month isn't visible from outside. My estimate is that it isn't much.
TikTok traffic collapsed in October (more on that below), yet its rank rose from 37 to 20. Possible explanations: the annual trials and monthly subscriptions from September converting and renewing, or paid acquisition. Unverified.
Where users come from: practically one account
@measyappai now has 56k followers and 111 posts (TikTok, 11-06). By publishing month:
| Month | Posts | Views | Avg per post |
|---|---|---|---|
| 2026-08 | 25 | 3.91M | 156k |
| 2026-09 | 23 | 5.21M | 226k |
| 2026-10 | 54 | 330k | 6k |
| 2026-11 (first 6 days) | 9 | 36k | 4k |
October's posting volume more than doubled and average views per post dropped 97%. The copy clearly became batch-generated: "💾 SAVE this for the week before payday 😭🛒", "SAVE this for when Wednesday hits and you've got ZERO ideas for tea", two posts a day with the same opening. Most November posts only get a thousand or a few thousand views. One October post's caption starts with "Description:", a field name that leaked out of the generation. Whether it was throttled or audiences got tired, I can't tell; the result is the same.
Other channels are basically empty: I found no third-party creators featuring it, searching "measy app" on TikTok turns up only the official accounts, no media coverage, and no one has mentioned it on X in nearly 90 days. I didn't see it in Meta or TikTok ads, but that doesn't mean it hasn't been paid for.
Who it competes with: it's a copycat itself
The "set store and budget → weekly menu → shopping list → hard paywall → TikTok photo carousel" playbook was already working in the UK by June 2026; Measy launched more than two months later.
| Product | Launched | Scale (UK, 11-06) | Compared with Measy |
|---|---|---|---|
| Whipp | 2026-06-12 | Food & Drink Top Grossing #1,163, ratings 7 in 138 days | Same thing, scaling up |
| mise | 2026-06-10 | Top Grossing #2,1,649, ratings 7 in 121 days | Same playbook, two and a half months earlier, plus a creator push: a third-party tracker counted 42 creator videos from 15 creators, about 30M views |
| Herbi | 2026-06-16 | Top Grossing #7,259, ratings | Imports recipes you've seen on TikTok / Instagram, which gives it a product hook |
| Mob | 2024-09 | Top Grossing #4,5,085, ratings | Established food content brand |
| ReciMe / Mealia | 2021 / 2024 | Top Grossing #3 / #820k / 4,681 ratings | Saved recipes and an AI shopping assistant, not priced per store |
| Quickle, Chow, Scoffy, Grocely, Repa, Meal Maker and others | 2026-08 to 10 | Top Grossing #28–125, ratings in single to double digits | Later followers of the same template |
On TikTok, accounts like Savour, Ombrello and Albo are posting the same "UK supermarket meal plan" carousels. There's also a competitor you can't avoid: Aldi UK itself keeps commissioning creators to film "eat for a week for £30" videos every week, for free.
Set against these, Measy has no difference you can name. "977 dishes", "5pm reminders" and "cooking streaks" are all standard features. It squeezed into the top 20 on execution: starting the account early, posting daily, choosing the right format, and putting store names in the title.
What users are complaining about
The bad reviews cluster around one thing: an app that's supposed to save people money charges a subscription.
- "You have to at least sign up to a 3 day trial before spending £29.99 a year or £6.99 a month. A bit rich if you've chosen the option to save money" (1 stars, 09-02)
- "Meal planner that costs more than your weekly budget" (1 stars, 09-12)
- "absolutely no chance I'm paying a monthly/yearly subscription to give me an idea for my dinner haha what a joke. Instantly deleted" (1 stars, 10-05)
Beyond that, the product is under-developed: it served dishes containing allergens the user had selected (3 stars, 09-11); menus count only the main dish and ignore sides, "My husband would have a fit if I just gave him a wrap on its own" (4 stars, 09-29); dishes repeat and ingredients don't match (1 stars, 09-07). The positive reviews name the same point: you don't have to think about what to cook every day, and the shopping list saves money and food waste.
One 1-star review sums up its position: "there's loads of videos out there that do exactly what this will for free", and its own videos are among them.
If it were you
Verdict: building another Measy in the UK isn't worth it. This slot was taken by mise and Whipp in June, a dozen more have arrived since, and Measy is second tier, with its organic traffic already collapsed in October. What's worth taking is its distribution playbook, not the product.
Who it suits: people who can make content, are willing to post TikTok photo carousels daily, and can start an account in a country where no one yet does "weekly menu priced by local store".
Who it doesn't suit: anyone trying to go head-to-head in the UK chart; anyone who can build a product but not create content; anyone hoping to win on features (apps in this category are very similar, and users can't name a difference).
How to do it:
- Change the country, keep the template. Pick a market where a few supermarket brands dominate and cost of living is a hot topic, and run the same "store + number of meals + price" weekly menu in the local language with local store names (for example, Aldi and Lidl in Germany and the Netherlands, Coles and Woolworths in Australia). We haven't checked each country one by one; before you start, search TikTok locally for "meal plan + store name" (unverified).
- On the product side, fix what users criticize: sides and allergen filtering need to be reliable; before the paywall, show a week's menu and total cost first so the "how much you save" lands before you ask for money.
- If you're building in the UK, skip yet another weekly menu and do the part they haven't: Herbi-style "import recipes from videos you've seen and price them against my store" is one of the few real differences in this batch of apps.
How to acquire users: start owned accounts one to two weeks before launch; use photo carousels with store name, number of meals and price in the title, and a first line that tells people to "SAVE"; use output straight from the app as the content; add an "open in browser" prompt on the landing page to catch in-app browser traffic. Don't copy the October approach of mass-generating one template to the end; reach collapses. Once it's gaining traction, add a batch of creators like mise did.
How long you have: this playbook has already been taken apart and copied once in the UK, and it won't stay empty long in other countries either. Estimate: within six months.
What would mean we got this wrong: if Measy's UK ratings and Top Grossing rank keep climbing after its TikTok traffic collapsed (say, it reaches the top 10 and passes 200 ratings two months from now), that would show this kind of app can survive on renewals and store search, so following it in the UK wouldn't be hopeless. Conversely, if your new-country account still averages a few thousand views a post after a month, that market doesn't respond to this topic.
Research notes: competitor table, acquisition evidence, full research report
- Competitors
Name Where Launched Scale How it differs from this one mise - meal planner(TEGS LABS LTD) iOS 2026-06-10 UK F&D Top Grossing #2,1649, ratings 7 in 121 days; DarkUGC tracked 42 creator videos, about 30M views Early mover on the same playbook, with a creator network; Measy has only one owned account Whipp: Meal Planner & Recipes(EVOY LTD) iOS 2026-06-12 UK F&D Top Grossing #1,163, ratings 7 in 138 days Same category, scaling up; Measy shows no download growth Herbi(Tempo Labs Creative) iOS 2026-06-16 UK F&D Top Grossing #7,259, ratings Herbi has the product hooks of importing recipes from TikTok / Instagram and a community recipe library; Measy doesn't Mob: Meal Planner and Recipes iOS 2024-09-06 UK F&D Top Grossing #4,5085, ratings Established content brand; Measy is narrower, with more emphasis on budget and per-store pricing ReciMe iOS 2021-11-12 UK F&D Top Grossing #320 rating Focused on saved recipes, not priced per store Mealia - AI Grocery Assistant iOS 2024-03-05 UK F&D Top Grossing #8,4681, ratings AI-leaning grocery shopping assistant Quickle / Scoffy / Chow / Grocely / TGB / NeatEat etc. iOS 2026-01 to 2026-10 Top-ranked in UK F&D Top Paid, positions 28–125, with ratings in the single digits to dozens Same template, similar or smaller scale Mealime / Samsung Food / Paprika / AnyList Other Early on Large global user base Doesn't price by specific UK supermarket, doesn't center on budget Aldi UK / Tesco / ASDA official "£30 eat for a week" content Big-company features Has been around all along Aldi UK pays creators weekly for videos Free content on the same theme as Measy's TikTok, but no personalized plan generation - Where users come from
- Verified a self-run TikTok account @measyappai posting image carousels ("SAVE this for your next Aldi shop, 5 dinners £25"): 55.7k followers, 111 posts; the account was started 8 days before listing (08-18); top single posts hit 09-06 2M, 08-24 1.31M and 08-20 930k views; about 8M total views from 9.1 to September; bio link get.getmeasy.com (via TikHub 2026-11-06)
- Confirmed Social bio link → in-app browser landing page: the homepage specifically says "Link not opening? Tap ••• then Open in browser"; a user review mentions "The Measy TikTok page"
- Confirmed Launch into a low-bar category chart, then use the chart ranking as material: the site and studio page both say "Top 200 in UK Food & Drink on launch day"
- Inferred Paid ads (Meta / TikTok): our ad libraries show nothing (we only track products on our list); organic reach collapsed in October while chart position rose, so paid promotion can't be ruled out
- Inferred Traffic from third-party creators / content accounts: recall mentioned Budget Meals UK-style accounts driving traffic, but this TikHub search couldn't reproduce it
- Inferred The founder's YouTube audience "Tomo" (980k subscribers, gaming): the founder identity matches (Companies House birthdate and famousbirthdays agree), but no sign he promotes Measy on his channel
Why Measy: Meal Planner & Recipes (ios_6802489151) was able to chart
Research date 2026-11-06. Sources: our appstore database (from 2026-10-28), TikTok data scraped via TikHub (scraped 2026-11-06), the official site, store pages, and Companies House. Anything unverified is marked "unverified".
Bottom line
Measy is a late entrant in the UK wave of "TikTok image carousels + supermarket price-comparison weekly menus + hard paywall" (more than two months after mise / Whipp / Herbi). It squeezed into the UK Food & Drink Top Paid chart at #20 for two reasons: one, its own TikTok account posted shareable image posts like "Aldi, 6 dinners for £5" for 25 weeks around launch, pulling roughly 9.1M views; two, the bar for charting in this category in the UK is already low. It has no real differentiation from its peers and is a copy of the product; growth came entirely from distribution, and that channel has clearly faded since October.
1. What it is
- A UK weekly dinner planning app. Users pick their supermarket (Aldi, Lidl, Tesco, Sainsbury's, ASDA, Morrisons, Waitrose, Co-op, M&S), weekly budget, household size and dietary restrictions; the app generates 7 dinners and a shopping list sorted by aisle, with each meal priced against the chosen supermarket. The site tagline is "A full week from £25". It also offers Measy Fit (full-day meal plans by fitness goal) and cooking streak tracking, supports 7 languages, and covers EU and US supermarkets. (Sources: App Store description, getmeasy.com)
- Pricing: free to download, opens straight to a paywall. Annual £29.99 (with a 3-day trial), monthly £6.99 (no trial). (Sources: 2026-09-02 UK 1-star review text, official site FAQ)
- Developer Tomo Interactive Ltd, Manchester. 2026-02-20 was registered as TOMOGAMES LTD, later renamed 2026-07-29; director Luke Paul Thomson, born May 2000. (Source: Companies House 17045564) Luke Thomson is the YouTube gaming creator "Tomo" (@Tomovids, 980k subscribers; birthdate matches; tomointeractive.com says he has "spent many years in software, games and the creator economy").
- Launch timing: iOS 2026-08-26 debut, current version 1.7.3 (2026-09-29). Android package com.tomob.measy; AppBrain shows 1000+ installs.
2. Performance data (appstore database)
- Very few ratings: in the UK store, 2026-10-28 has 30 ratings and 11-06 has 32, and in 10 days it only gained 2. All ratings come from the UK. Average 4.03 (iTunes lookup 2026-11-06). Almost no new download signal.
- UK Food & Drink Top Paid: 10-28 #37 → 10-30 #29 → 11-05 #21 → 11-06 #20, trending up. From 11-02 to 11-04 it briefly entered the UK Food & Drink Top Free chart (#163–198).
- Small markets: Croatia Food & Drink Top Paid #3 and #18 (11-03, 11-06); Ireland #16 (11-05); Lithuania #28 (10-28), later falling to 74; Estonia and Czechia around the top 100; Australia, Germany and the US occasionally reaching #128–198. Local ratings in these storefronts are all 0, meaning a few subscriptions can chart them, so they shouldn't be treated as evidence of scale.
- Benchmark: on the same day (11-06), UK Food & Drink Top Paid #1 Whipp had only 163 ratings, #7 Herbi had 259, and #2 mise had 1649. The bar to chart in this category is very low; "top 20" roughly corresponds to a small number of new subscriptions plus renewals each day. Measy's revenue scale is likely small (exact figures unverified).
3. Competitors: who else is doing the same thing
In 2026 the UK saw a whole batch of "pick supermarket and budget → weekly menu → shopping list" apps, nearly all from small UK companies, all using TikTok as the main channel. The scale figures below come from the UK storefront in the appstore database, 2026-11-06.
| Product | Channel | Launched | Scale (UK) | How Measy differs |
|---|---|---|---|---|
| mise - meal planner(TEGS LABS LTD) | iOS | 2026-06-10 | F&D Top Paid #2,1649, 121 ratings over 7 days | Identical approach (supermarket + budget + weekly menu); mise launched two and a half months earlier and is also running large-scale creator UGC (DarkUGC counts 42 videos, 15 creators, about 30M views). Measy relies on a single owned account |
| Whipp: Meal Planner & Recipes(EVOY LTD) | iOS | 2026-06-12 | F&D Top Paid #1,163, 138 ratings over 7 days | Same category; Whipp is scaling up, Measy isn't |
| Herbi(Tempo Labs Creative Ltd) | iOS | 2026-06-16 | F&D Top Grossing #7,259 rating | Herbi imports recipes from TikTok / Instagram and builds a community recipe library, a product-level difference; Measy has none |
| Mob: Meal Planner and Recipes(Mouth Group) | iOS / Android | 2024-09 | F&D Top Grossing #4,5085 rating | Established, with a content brand and big accounts; Measy is narrower, emphasizing budget and price comparison |
| ReciMe | iOS / Android | 2021 | F&D Top Paid #320k ratings | Focuses on saved recipes + plans, doesn't price by supermarket |
| Mealia - AI Grocery Assistant | iOS | 2024-03 | F&D Top Grossing #8,4681 rating | AI-leaning grocery shopping assistant |
| TGB / NeatEat / Quickle / Scoffy / Chow / Grocely / Repa / Potto etc. | iOS | 2026-01 to 2026-10 | F&D Top Paid positions 28–125, ratings in the single digits to dozens | Later followers of the same template, similar to or smaller than Measy |
| MUNCH, Savour, Ombrello, Albo etc. | iOS / web | 2026 | Running the same "UK supermarket meal plan" content on TikTok (TikHub search) | Same product |
| Mealime, Samsung Food, Paprika, AnyList, Plan to Eat | Large global product | Early on | Large global user base | Doesn't price by specific UK supermarket, doesn't center on budget |
| Aldi / Tesco / ASDA official content | Big-company features / content | Has been around all along | Aldi UK pays creators weekly for "£30 eat for a week" | This is exactly the content theme Measy copied, and the supermarkets are already doing it for free |
Takeaway: this angle is not an empty space. Measy is a second-tier follower of this wave, not the originator.
4. Growth tactics: where users come from
Main channel (confirmed): its own TikTok account @measyappai. 55,717 followers, 111 videos, bio "download "measy" on the app store", link get.getmeasy.com. (TikHub, 2026-11-06)
- Account start: first video 2026-08-18, 8 days before the app was listed. The first few posts were in a pretend-user-discovery voice ("been shopping at aldi for 4 years and i just found this app"), then quickly switched to the main format: "💾 SAVE this for your next Aldi food shop! 5 easy dinners for around £25" image carousels. This format gets high shares and saves; for example, the 08-20 post got 930k views and 8119 shares.
- Hits: 09-06 "5 LAZY Aldi dinners ready in 20 min" 2M views, 20k shares; 08-24 "5 cheap dinner ideas" 1.31M; 08-20 the Aldi post 930k; 09-16 590k; 09-28 490k; 09-04 430k.
- Monthly summary (TikHub, grouped by post month):
| Month | Posts | Views | Avg per post |
|---|---|---|---|
| 2026-08 | 25 | 3.91M | 156k |
| 2026-09 | 23 | 5.21M | 226k |
| 2026-10 | 54 | 330k | 6k |
| 2026-11 (first 6 days) | 9 | 36k | 4k |
Post volume in October more than doubled, but average views per post fell 97%. The copy has clearly shifted to templated / AI batch generation (one caption literally starts with "Description:", a field name that leaked through generation), possibly throttled or suffering content fatigue.
- The homepage says "Link not opening? Tap ••• then Open in browser", a prompt specifically for links opened inside the TikTok / Instagram in-app browser, which indicates traffic mainly comes from social bio links.
- User reviews back this up too: 2026-09-29 one 4-star review says "The Measy TikTok page shows recipes I can't find in the app".
- The timeline matches the ratings: of the 32 UK ratings, the review sample clusters between 09-02 and 10-05, right during the TikTok surge.
Other channels
- Store search / launch chart push: the official site claims "Top 200 in UK Food & Drink on launch day", a very low bar. Launch-day volume came from TikTok pre-launch promotion (confirmed by its own claims).
- Paid ads: neither our Meta ad library nor our TikTok ad library contains it (these libraries only track products on our list, so no result doesn't mean no spend). October organic TikTok reach collapsed while the chart position rose from #37 to #20, which has two possible explanations: one, the earlier monthly and annual trial subscriptions converted and renewed; two, paid promotion was turned on. Unverified.
- Creator partnerships: no third-party creator videos for Measy were found (a TikHub search for "measy app" only returns the owned account). Compared with mise's creator network, this is a clear weakness. The Budget Meals UK-style content-account traffic mentioned in recall could not be reproduced in this search; unverified.
- The founder's own audience: Luke Thomson's 980k subscribers are gaming viewers, not overlapping with UK family dinner shoppers, and no sign he promotes Measy on his own channel (unverified). What he brings is likely content-making experience rather than traffic itself.
- Media / X / Reddit: x-radar shows 90 days of "measy" with 0 posts; Exa search only turns up store pages and data sites, no press coverage.
5. Why it ran (and why only this far)
- It copied a proven playbook and followed fast. mise and Whipp June ran the "pick your supermarket + budget + weekly menu" TikTok format in the UK, and mise's UGC adds up to about 30M views. Measy started its account in August, launched in late August, and the company renamed itself to its current form in July, a clear fast follow.
- The content format is right. "SAVE this for your next Aldi shop + 5 meals + £25" is a high-save topic under the UK cost-of-living squeeze, and Aldi UK itself books creators every week. Measy turned the app's output (a weekly menu priced per supermarket) straight into content, so the content is the product screenshot and the path to conversion is short. Evidence: 6 weeks, 9.1M views, one post at 2M views.
- Hard paywall + low-bar category. Paywall on open, £29.99 a year, so even a few downloads turn into revenue. In the UK Food & Drink Top Grossing chart, #1 had only 163 ratings, and #20 didn't need much money.
- Limits: 10 days of ratings and +2, TikTok average views fell 97% in October, and the bad reviews cluster on "a budget app that wants a subscription" (09-02, 09-12, 10-05) and "dietary filters don't work" (09-11). Its growth is a wave of content, not a lasting flywheel.
6. Differentiation
- Against the big players (Mealime, Samsung Food): pricing by specific UK supermarkets with the weekly budget at the core is a differentiator, but mise, Whipp and Herbi all have it too.
- Against same-wave competitors: almost no recognizable difference. The features the site leads with ("977 / 481 recipes", "reminder at 5 pm", "daily cooking streaks", "Measy Fit", "7 languages") are all standard. Herbi has TikTok import and mise has a creator network; Measy has neither.
- It ran because of distribution execution, not differentiation: daily posting from its own accounts, carousel format, supermarket names in the titles.
7. How many people saw it / did anyone copy it
- Visibility: few people know about it yet. Revenue isn't public (not listed on TrustMRR, founders haven't posted numbers), no press coverage, nobody on X is talking about it. But the niche has already been dissected: asotheory.com wrote up Herbi's case, and DarkUGC catalogs 42 of mise's UGC posts. The playbook is already public in small circles.
- Copiers: Measy is itself a copier. Later launches on the same template include Quickle (2026-09-07, TikTok copy also says "tell it where you shop"), Scoffy (09-22), Chow (09-11), Grocely - Budgeted Meal Plans (10-27), Repa (08-25), Meal Maker (09-04), and on TikTok trysavour, ombrello.app, albo_app and meal.maker0 also post similar content. The niche is already crowded.
8. What others can learn
- A week before launch it started its own accounts, using carousels of "supermarket name + price + servings" as saveable content. The content is the app's output, and the bio link goes straight to the paywall. Cost was close to zero, and it reached nearly ten million views in 6 weeks.
- Landing page adds an "open in browser" prompt to catch traffic from in-app browsers.
- Picked categories and countries with a low bar for top-grossing (UK F&D, Ireland, Croatia), so a few dozen paying users could chart, which made "charted" usable as material.
- Lesson: once one image-carousel template is mass-produced with AI, TikTok average views collapse. A single owned account won't carry you long. You need a creator network like mise's, or a product-level hook like Herbi's.
9. Uncertain
- Actual revenue and subscriber count: Apple doesn't disclose them. The amount behind the #20 Top Grossing rank is unverified.
- Source of the rank climb after October: renewals / trial conversions, or paid ads, is unverified (our Meta / TikTok ad libraries don't have it).
- Whether the @measy.app TikTok account (47k followers, last post 2021-10) and Max McCann, the "Meals with Max" creator, who had a "Measy app" startup project back in 2021, are related to Tomo Interactive's Measy (acquired brand? partnership? just a name clash?) is unverified.
- Whether the founder "Tomo"'s YouTube audience drove downloads is unverified.
- Android: only 1000+ installs seen (AppBrain), not dug into.
Sources
- App Store:apps.apple.com/gb/app/id6802489151;iTunes lookup(2026-11-06)
- appstore library: app_day / chart_rank / review / app_profile (2026-10-28 to 2026-11-06)
- Sites: getmeasy.com/; tomointeractive.com/
- Companies House:find-and-update.company-information.service.gov.uk/company/1…
- TikTok (TikHub): @measyappai profile and all 111 posts; @measy.app; keyword searches "measy app", "meal planner app uk", "budget meals uk aldi"
- YouTube @Tomovids;famousbirthdays.com/people/tomo-thomson.html
- Competitors: darkugc.com/brands/Mise; asotheory.com/blog/herbi-tiktok-recipe-import-case-study; AppBrain com.tomob.measy; AppInsider 6802489151