Freshly Purely Plant Meals

Nestle Ends Freshly’s Home Meal Delivery Service

Jan. 9, 2023
The direct-to-consumer business shut down in favor of foodservice joint venture.

Nestle SA has shut down its Freshly home meal delivery service as it transitions the brand to a foodservice and maybe a little retail business through a joint venture.

“It is with a heavy heart that we announce the Freshly meal delivery service will be ceasing operations,” the Freshly website, built for consumer interaction, announced over the holidays. “This is a difficult time as we say goodbye to our incredible community.”

Aside from telling when final orders would be shipped and gift cards would expire (Jan. 17!), freshly.com didn’t explain what would be happening with the business. After paying $950 million for it and spending two years trying to make it work, Nestle said on Nov. 29 it will lend Freshly to a new joint venture with investment firm L Catterton that will aim both Freshly and Kettle Cuisine, which Catterton owns, at the foodservice market.

Nestle CEO Mark Schneider said Kettle and Freshly have in common a focus on freshness, and will direct efforts at foodservice operators who don’t have the labor to offer such fresh meals.

Financial details were not disclosed, but Catterton will own 59% of the business and Nestle 41%.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.

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