Eggs, milk, butter. Got it. But what about that one ingredient you only need once or twice a year? Or the time you duck into a No Frills far from home, and you canâ€t even find the toilet paper?

One app developer wants to help shoppers navigate their way through the grocery store, with aisle-based information.

Aisle Magic promises to save customers “time and effort,” no matter what theyâ€re looking for.

In a blog post on July 7, founder Rajiv Oberoi said shopping trips could be 20 per cent faster with the app.

Users make a grocery list in the app, and then the app shows exactly where each item is, and groups similar items together.

The app is currently only available on Android, and for about 40 No Frills stores in the GTA.

However, the company hopes to expand.

Oberoi isnâ€t the first developer to target grocery stores: Flashfood allows shoppers to buy surplus or soon-to-be-expired food at a discount, while Flipp is all about comparison shopping. Checkout51, meanwhile, offers customers cash back for buying certain items.

It’s not always easy to find what you need at the grocery store, but one Toronto-based entrepreneur is trying to change that with a new app called Aisle Magic.

You can create your grocery list with the app, which is currently available for Android users, and it’ll sort each item by aisle based on whatever store you’re shopping at. So far, there are 40 Toronto-area No Frills on Aisle Magic, but founder Rajiv Oberoi wants to expand his offerings.

Oberoi’s not affiliated with No Frills or Loblaws and he started Aisle Magic after some not so pleasant experiences buying food. “I’d get so frustrated with the process because I’d often end up backtracking and running across the store and zigzagging through the aisles to get what I wanted,” he says.

Since aisle signs aren’t always great for wayfinding, he knew he could find a technological solution for this problem.

Along with spitting out guided shopping lists, Aisle Magic lets you quickly search for more than 2,000 different products and items. “My wife will send me to the store looking for tempeh and I have no idea what that is or where to find it, so I can search for it,” notes Oberoi, who works full time in the banking industry.

With his soft launch underway, Oberoi is now looking for user feedback.