SimplyCook Is A Recipe-Kit Startup That Avoids Being In The Fresh Food Delivery Business
UK startup SimplyCook is another recipe kit service. However, unlike competitors HelloFresh, Gousto, Marley Spoon, and Shuttlecook, the company doesn’t send you all of the fresh ingredients required to turn its recipes into food on your table. Instead, the subscription service consists of recipe cards and what SimplyCook calls “ingredients kits,” which are herbs, spices, sauces and other extras needed to cook each meal. The idea is that the rest of the ingredients are easily obtainable as part of your regular weekly shop, and in turn means that the London-based startup, perhaps smartly and for the most part, avoids being in the fresh food delivery business. “SimplyCook provides specially curated cooks’ ingredients that provide the flavour, alongside 20 minute recipes giving customers the confidence to discover new meals without the constraints,” explains founder Oli Ashness, who was previously a VC at DFJ Esprit. “With each monthly delivery customers can cook 4 new meals at ...