SimplyCook

The business model is centered on a subscription service that delivers letterbox-sized boxes to customers. Each box contains four recipe kits, which include pre-portioned, chef-designed flavour pots—blends of spices, herbs, pastes, and stocks. These kits, some containing up to 18 different ingredients, are paired with simple, 20-minute recipe cards. The core value proposition is that customers purchase their own fresh ingredients, such as meat and vegetables, which provides flexibility, reduces food waste, and keeps costs down compared to traditional meal kit services that ship perishable items. Revenue is generated through recurring subscription fees, with introductory offers to attract new users and a standard fee for subsequent boxes.

A significant milestone in the company's history was its acquisition by Nestlé in February 2021. This strategic move was part of Nestlé's broader effort to expand its direct-to-consumer portfolio. Following the acquisition, SimplyCook continues to be led by its founding team from its London headquarters, benefiting from Nestlé's operational expertise and global reach to accelerate growth. Prior to the acquisition, the company had successfully raised capital, including a $1.1 million seed round in 2015 and a £4.5 million Series A in 2019 led by Octopus Investments. The service has a catalogue of over 140 recipes, has shipped millions of kits, and has expanded its presence into retail outlets.