Australian vegan meal group subscription service Simply Add Vegan has opened an A$700,000 seed spherical to improve its subscription platform, increase operational efficiencies, and formally launch in New South Wales and the Australian Capital Territory.
Simply Add Vegan was based in 2021 by Padma Llanos and Arthur Voorwinden as Australia’s first health-focused meal service, working on the intersection of 100% vegan consuming and comfort.
“We will turn into a serious participant within the vegan meals supply class”
Since its founding, the corporate has examined its idea by providing greater than 12,000 meal kits to greater than 300 prospects, which has allowed it to evaluate its viability, improve its operations, and measure its potential success.
“It has been extremely rewarding to see our imaginative and prescient come true and to listen to from prospects that Simply Add Vegan has really been a ‘life changer’ for them. In all probability the strongest indicator of our success is the typical variety of orders per buyer, 12 — 3 times as many as HelloFresh,” commented Lianos.
Massive and rising market
In accordance with the corporate, Australia is the world’s third quickest rising marketplace for plant-based meals and the fifth largest marketplace for supply of meal kits, with income anticipated to extend by 60% within the subsequent 4 years. To seize this huge market, Simply Add Vegan will primarily goal flex staff, the biggest group of superior vegan customers, and maximize their advertising efforts by influencers and occasions.
“We’ve got all the pieces in place to seize a big share of this huge and rising market. We provide higher flavours, greater dietary worth and extra selection than the large international manufacturers. Plus, we’re 100% Australian household owned, function pushed, and extra sustainable.”
Evolve right into a “one cease store”
Simply Add Vegan says it goals to turn into your handy, one-stop supply for all of your vegan dietary wants each week – a “one cease” store. Along with the meal kits, the model affords a variety of further merchandise from premium third-party manufacturers, together with sausages and dips, meat substitutes from Suzy Spoon, and Miller Lane Meals cheeses (which additionally they use of their meal kits).
“Our prospects love the choice so as to add merchandise to their weekly field, as an alternative of ordering them elsewhere. It saves them time and transport charges,” says Llanos.
In accordance with the corporate, further merchandise enhance prospects’ spending per order. They’ve a great revenue margin, which helps to enhance the general profitability of the enterprise. As well as, they are often ordered when wanted, decreasing extra stock and decreasing waste.
“We’ll considerably enhance the breadth and depth of our vary of third-party merchandise, together with superfoods and dietary dietary supplements. We’re additionally increasing the Simply Add Vegan model with further merchandise, together with seasoning blends, sauces, cereals, snacks, and a restricted collection of ready-made meals,” provides Lianos.
A rising future
Together with increasing its portfolio, Simply Add Vegan has introduced bold milestones for the subsequent 5 years: launching gluten-free, low-calorie, high-protein meal plans; increasing its vary and acquiring a Plastic Impartial and B Corp accreditation; Increasing domestically and overseas, increasing its technical and operational capability.
“Throughout our check market, we gained first-hand perception into the important thing success elements of our enterprise. Over the previous few months, we have adjusted our technique and up to date our marketing strategy and monetary forecasts,” says Voorwinden. “We’re extra satisfied than ever that Simply Add Vegan has a fantastic future forward and that we will turn into a serious participant within the vegan meals supply class,” Voorwinden added.