It started with the question every home asks daily
In Iceland it's „Hvað er í matinn?“ — "what's for dinner?" — and it's where Matinn got its name. This is the story of turning a nightly headache into something a little simpler, and a little more delicious.
A problem worth solving myself
Every week brought the same loop: decide what to eat, shop for it, and try to keep some variety on the table. I knew the challenge well — planning meals, buying groceries, keeping weeknights interesting — and I kept looking for a simple tool that fit how households here actually shop and cook.
I never found it. So I decided to build the solution myself.
The goal with Matinn is to share that solution with everyone else who hears the dinner question daily — and to make everyday life a little simpler, and a little tastier, along the way.
I wanted to remove the stress from meal planning — not add another app that turns dinner into homework.
From „Hvað er í matinn?“, the question this whole product exists to answer.
4 values, applied to every screen
If a feature doesn't serve one of these, it doesn't ship.
Simplicity
Simple to use, powerful underneath. The whole point is to remove the stress from meal planning — never to add a chore.
Wellbeing
Health is more than nutrition. It's also enjoyment, balance, and less stress around the table — that counts as a feature.
Thrift
Smart tools should help you use ingredients fully, cut food waste, and spend less — leftovers are a feature, not a failure.
Local reality
Built around the stores, ingredients and habits of real households here — not an imported idea of how cooking should work.
Who's behind it
Reykjavík, IcelandÁsgeir Hólm
Founder
I'm Ásgeir — a cook at heart with a passion for solving real problems with technology. Matinn is my contribution to making grocery shopping and meal planning simpler.
It's built and run by one person, which keeps it honest: every feature exists because it survived a real week in a real kitchen. If it doesn't help get dinner on the table, it doesn't ship.