Simple Feast: Chef-Crafted Vegetarian Meal Kits Now in the US

Simple Feast Enters U.S. Market with Significant Investment

Targeting the wealthiest 20% of American consumers, Simple Feast has launched in the United States, backed by $45 million in funding from investors. The company aims to expand its reach and influence within the prepared meal sector.

The European-based startup intends to emulate strategies seen with LIVEKINDLY Collective, directly competing in the U.S. market. Its approach centers on providing high-end, gourmet prepared meals at a premium price point.

A Strategy Mirroring LIVEKINDLY Collective’s Success

LIVEKINDLY Collective recently secured $335 million in funding, establishing itself as a major player in the vegetarian food brand landscape. Simple Feast hopes to replicate this success.

The core mission is to encourage reduced meat consumption among Americans by offering appealing and flavorful vegetarian alternatives.

Addressing a Growing Health Concern

“A widespread health issue stems largely from dietary choices,” explains Jakob Jønck, co-founder and CEO of Simple Feast.

For U.S. consumers who can afford it, the company provides chef-designed meal kits. These menus are inspired by world-renowned restaurants like French Laundry and Noma, establishments known for their exceptionally high costs.

Meal Kit Pricing and Options

Customers can expect to pay approximately $98 per week for three prepared meals designed for two to three people. A larger family of four or five will find the weekly cost to be around $159.

Currently, Simple Feast’s U.S. offerings represent a smaller segment of its overall product line. In Nordic countries, the company boasts a portfolio of around 30 products.

Financial Backing and Target Demographic

Investors are enthusiastic about Simple Feast’s potential, recognizing the high profit margins inherent in the meal kit category, as noted by Jønck.

Key investors include European venture capital firms Balderton Capital and Kinnevik, alongside New York-based 14W.

The primary customer base consists of affluent mothers with children, falling within the top 20% income bracket. Despite their financial stability, these consumers are still impacted by the negative effects of America’s highly processed food system.

The Disproportionate Impact of Poor Nutrition

Data from institutions like the Rand Institute reveals that nutritional deficiencies and related chronic health conditions disproportionately affect low and middle-income families in America.

The economic consequences of poor health are substantial. Estimates suggest that the U.S. loses $794 billion annually in productivity between 2016 and 2030 due to health-related issues.

Research cited by Health Affairs indicates that health inequities and premature death cost the U.S. economy $309.3 billion each year.

Addressing Health Disparities

These costs are primarily borne by lower-income Americans, particularly minority groups. The Health Affairs article highlights that people of color experience higher rates of diabetes, obesity, stroke, heart disease, and cancer compared to white populations.

Jønck asserts that Simple Feast aims to address these disparities. The company’s European retail products are priced around $15, and it plans to offer competitive wages in the U.S. to contribute to reducing wealth inequality.

A Call for Systemic Change

“This initiative represents a broader effort to fundamentally transform an industry in need of change. The current system requires significant overhaul,” Jønck stated.