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.

Photo by MDF Doyle via the blogTO Flickr pool.