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As One Dies Another One Rises
As Aussie Farmers Direct perishes, a new player in online food retailing has hit the Australian market. Budget-friendly meal kit service Dinnerly has launched, with meals priced at $5.75 per serve!
Launching in Australia on 6th March following massive success and rapid expansion after debuting in the US last year, Dinnerly promises to be the “most affordable meal kit in the world” – priced under $6 per serve.
While UberEats is just a tap away, you can’t deny there is an understated satisfaction in whipping up a home cooked meal from fresh and real ingredients. But sometimes, cooking for one can throw up a few barriers.
And, that’s where Dinnerly comes in. In the age of hyper-convenience, the cost-conscious food subscription service offers up chef-created recipe with pre-proportioned market fresh ingredients delivered straight to customers’ doors every week.
Think smokey baked chicken, chorizo risotto, curried chicken drumsticks, bacon and white bean stew and creamy linguine with greens, spaghetti and meatballs, tuna mac and cheese, cheeseburgers and pan-fried chicken harissa. Customers sign up to flexi-subscription for meal kits for two or four people, with a $5.75 price point per kit.
Dinnerly executives say that they are able to keep costs so low because it offers a fixed weekly menu, it cuts down on excess packaging and it doesn’t print out recipe cards.
‘We use the same quality ingredients as the other kits but take a simpler approach: digital recipe cards instead of paper, fewer ingredients per dish (which means less chopping and cleaning), simple packaging, and no fancy marketing campaigns,’ explains Dinnerly co-founder, Rolf Weber.
“Dinnerly was developed to make quality, home-cooking convenience accessible to millions more… We are excited and proud to deliver a home cooking solution that doesn’t force customers to choose between convenience, quality, and cost.
“Recipes use fewer ingredients, packing is streamlined and recipes are online meaning Dinnerly fits within a typical family budget.”
The company founders say that Dinnerly is the first meal kit service in Australia to offer meals for under $6. It is now available in NSW, VIC, QLD and ACT. Its main competitors in the local market include Marley Spoon, Hello Fresh, YouFoodz and Thr1ve.