When it comes to food, the markets are significant: the groceries and catering markets are worth $1.3 trillion, while the prepared meals, takeout and delivery markets are worth $102bn.

Within this, the online market is expected to reach a value of $40bn by 2020, with consumers seeking healthier and more convenient options.

At the intersection of these is Freshly: a weekly subscription service delivering healthy, ready-to-eat meals directly to customers’ doorsteps. Each meal costs around $10 and can be heated in two minutes without preparation or cleaning. Products are fresh — never frozen, and dishes are nutritionist-approved, designed with no gluten, no refined sugars, no antibiotics and no artificial additives. Offering meal subscription plans for both weight loss and maintaining a healthy lifestyle, Freshly is a simple, convenient and cost-effective solution to transform the way people eat at home.

“When White Star Capital originally invested in Freshly, they promised the check was only a small portion of the value they would add. Since that day they have delivered on that promise, from introductions to top-notch investors and talent to helping guide strategic and international expansion. Regardless of what we need help with, the entire global team is always just an email away.”

- Michael Wystrach, Co-founder and CEO
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Investment Date

March 2015

Sector

Consumer

Business Model

Commerce

Headquarters

New York, USA

Status

Exits/Past Investments

Initial Investment

Seed Co-investor
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