How we researched 30 meal kit companies and what we found

The UK meal kit delivery market is brutal. Over half the companies we researched no longer exist. But the survivors share patterns that the casualties consistently missed. We ran our full pipeline on 30 real meal kit companies, 15 successes and 15 failures, researching their launch decisions, pricing strategies, target markets, and outcomes. Here's what the data actually says. The graveyard is expensive Chef'd raised $35 million and shut down in 2018. Munchery burned through $125 million before closing. SpoonRocket spent $13.5 million delivering meals below cost. Maple lost money on every single delivery. These weren't bad ideas. Meal kit delivery solves a real problem. The market supports dozens of profitable companies. The failures weren't in the wrong market. They made the wrong positioning decisions. The three rules that separate survivors from casualties 1. Specialise in a dietary niche, don't serve everyone This is the single strongest predictor we found. Purple Carrot owns vegan