Source: TWFG

Caspar Rose, CEO of Fresh Fitness Food, and Lily Simpson, founder of Detox Kitchen

Two prepared meal delivery brands have combined to create what they called the largest player in the category in the UK.

Fresh Fitness Food and Detox Kitchen, which deliver ready to eat meals, have announced they are consolidating under an umbrella company, The Wellness Food Group.

TWFG plans to further consolidate the category, saying there were “further brands lined up to join in the next 12 months”.

Each businesses will continue to trade under its own brand, as will other businesses joining TWFG.

Combined, the annual revenues of the two companies exceed £10m and are projected to be £50m by 2025.

“By bringing brands together under one roof, TWFG removes challenges that all small businesses face, especially in the current climate, enabling improved buying power, reducing marketing costs through shared knowledge and resources, and reducing operational costs through a centralised system,” TWFG said.

“All businesses will be utilising shared technology to unlock growth for both current and future brands.”

Caspar Rose, CEO of Fresh Fitness Food, and Lily Simpson, founder of Detox Kitchen, are to continue to manage their respective businesses, as well as becoming joint CEOs of TWFG.

TWFG said it had raised investment from investors “to position the businesses for growth”.

“This is a really exciting time for our industry and by coming together there will be a significant opportunity not only to grow our brands but also to bring on other brands that would benefit from our established marketing, technological and operational skills,” said Simpson.

Rose said the prepared meals sector was “more important than ever”.

“TWFG allows us to not only scale our two core businesses, but also to bring together a broader set of additional businesses that help solve problems for other demographics,” he added.

Unlike meal kit brands like Gousto and HelloFresh, prepared meal services deliver pre-cooked ready-to-eat meals that can be eaten cold or heated.