Editing Grubby (section)

==Idea==

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The challenge of people eating more plant-based food lies in people’s kitchens. Most of us have been brought up on meat & two veg and the transition to cooking varied and tasty vegan meals isn't easy.

We aim to remove the friction of cooking plant-based. No frustrating supermarket sweeps for speciality ingredients or complex long recipes - just a simple, enlivened cooking experience without compromise on taste or our planet.

There has been a 400% increase in people moving to a plant-based diet in the last 5 years (2014-19). We estimate the total addressable market is est. 64% of the UK (flexis, veggies, vegans), our minimally packaged kits are appealing to a sizable cross-section.

As a 100% plant-based business, we’re primed at an exciting intersection of 3 rapidly growing areas: food delivery, meal kits, & plant-based.

Our calculations show the leading recipe kits have experienced £385m growth (65% CAGR) since 2015, & it shows no signs of slowing. We aim to take a market share with ‘conscious consumers’ looking for something new. In the past year, we’ve served up 50k+ meals, received 100+ 5-star reviews, gained nationwide coverage, & grown sales 130% in the last quarter to £135k (Revenue YE Dec '20: £81k, P&L: -£47k) .

We're now raising to continue our growth through product innovation, speciality add-ons, & an enhanced digital experience to boost customer acquisition.