Marley Spoon offers affordable meal kits

14 : 07 : 2017 Food : Drink : Wellness

US – The subscription service is positioning its new meal kit delivery service as an affordable alternative to those offered by its competitors.

Dinnerly by Marley Spoon, US Dinnerly by Marley Spoon, US
Dinnerly by Marley Spoon, US Dinnerly by Marley Spoon, US
Dinnerly by Marley Spoon, US Dinnerly by Marley Spoon, US
Dinnerly by Marley Spoon, US Dinnerly by Marley Spoon, US

Dinnerly delivers boxes of six or fewer pre-portioned ingredients and is aimed at discerning customers looking for simple meals that can be prepared in under 30 minutes.

The new service follows research that reveals how 46% of US consumers would be more likely to purchase a meal kit if it was less expensive. According to Marley Spoon, other meal kit subscription services cost around £7.70 ($10, €8.80) per serving.

‘While there has been innovation in the meal kit space over the past few years, the most clear and important customer need has gone unaddressed – affordability,’ says Marley Spoon CEO and founder Fabian Siegel.

The Big Picture

  • At a time of great inequality, brands are recognising the importance of price segmentation. For more, see our Affirmative Fractions microtrend
  • In The American Middle, we examine how the American dream is fast becoming a myth