The chief weak spot of ready-made meals is that they’re low on contemporary veggies, which isn’t shocking on condition that rice and couscous preserve their consistency for days; the identical can’t be mentioned for lettuce and eggplant.
Freshly is out to vary that with a brand new line of plant-based meals, geared towards protecting tempo with produce-heavy meal kits from companies resembling Purple Carrot and Hungry Root; the homepage of the latter shows “contemporary produce” like broccoli, spinach, and seven-veggie stir-fry (although most of these elements are shipped contemporary, not in ready-made meals). All of those companies are competing for the roughly 5% of Americans, mostly women, who’re vegetarians, and the numerous extra who usually eat vegetarian meals.
Freshly, which delivers greater than one million microwavable meals per week, was headed for an IPO final yr earlier than it was purchased by Nestlé. The following flush of company money is funding new amenities in New Jersey and Georgia, menu expansions of specialty strains, add-ons like further meats and facet dishes, and, up subsequent, meals geared towards lunch and breakfast.
The plant-based menu focuses on plant proteins, together with a plant burger, chickpea curry, Buffalo cauliflower mac and cheese, and falafel.