Simple Feast raises $12M from Balderton and 14W to expand its weekly meat-free meal-box deliveries


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The overwhelming majority of environmental consultants say that avoiding meat and dairy is the one most vital, and most impactful motion, you’ll be able to take to cut back your private influence on Earth. Why? Due to the sheer quantity of carbon pumped into the ambiance from the method of meat manufacturing. Many would agree it’s additionally fairly good to your well being. However when most of us have been introduced up with animal protein in the course of our plates, it usually feels fairly arduous to realize. On the identical time, quick meals supply has been taking off, however we’re nonetheless consuming the identical factor: meat.

So a Danish startup has come alongside to attempt to remedy this. Easy Feast delivers sustainable meals to folks’s houses in biodegradable containers, and it’s now raised a $12 million Sequence A funding spherical led by Balderton Capital in London, with participation from 14W in New York. Current traders Candy Capital and ByFounders are additionally re-investing the spherical.

Easy Feast gives what it describes as ready-to-eat plant-based meals that’s “sustainably produced, natural, and delivered straight to the doorstep” in biodegradable containers each week. The meal answer delivers weekly containers with three ready plant-based and 100 p.c natural meals able to serve in 10 minutes.

On this respect it’s not not like different startups, comparable to HelloFresh, with the primary distinction being that each one the meals is plant-based.

Jakob Jønck, CEO and co-founder of Easy Feast, says: “Local weather change is actual. There isn’t a Planet B and we face what’s arguably the most important problem in human historical past. It is a huge funding for a small firm, but it surely’s a drop within the ocean contemplating the problem at hand, the politicians and industries we’re up in opposition to.”

He and Thomas Ambus, co-founder/CTO, began pondering extra deeply about Easy Feast when Beneath Armour acquired Endomondo and MyFitnessPal, their earlier startups, within the spring of 2015 and acquired severe about it in 2016. “Ever since founding Endomondo and heading up Worldwide Operations for MyFitnessPal, I all the time felt a lacking hyperlink when attempting to maneuver in the direction of a wholesome, sustainable eating regimen — an precise product that didn’t compromise on style, nor comfort, however solved the massive challenges concerned with embarking on this journey in the direction of consuming vegetation in the beginning,” says Jønck.

Daniel Waterhouse, a accomplice at Balderton Capital, says: “With a worldwide transition in the direction of plant-based meals, we consider Easy Feast is uniquely positioned to alter the best way we eat and create consciousness concerning the influence of our meals selections.”

The primary goal is households, with the mother and father of their 30s and 40s. “We discover that ladies are nonetheless predominantly the choice maker in the case of meals for the household. Our most common prospects are ladies in a relationship of their 30s with one or two children. Our prospects are additionally politically , above the common,” says Jønck.

They’re competing with eating places, meal kits and take-away. “We’re disrupting each the restaurant and the meal equipment business. No one has ever taken the problem of making climate-friendly, plant-based meals critically whereas serving it on to shoppers. We don´t make compromises on style, nor comfort, and we don´t consider that now we have seen that earlier than,” he advised me.

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