DIY Meal Kit Delivery Industry Deep Dive

DIY Meal Kit Delivery Industry Deep Dive

CAND on April 19, 2017

Contents

Current food industry trends

A look at the meal delivery space

The DIY meal kit players

More information on Meez Meals

2

Key food related trends

Time compression

Personalization/customization

Localization

Transparency

Food passion

3

Millennials & Gen Zs have a strong affinity for cooking

4

76% of Millennials say they like to cook(doing it on average 4.9 times per week)

44% of Millennials say they are cooking more than last year and 89% want to get better at it

70% of all consumers say it is important, “to feel good about food I put into my body”

Over the next 10 years, Millennials will increase their average annual household spending by nearly 50%

Sources: Technomic Inc. 2014 Online Food Purchase Survey , Technomic Inc. Healthy Eating Trend Report 2014, & YPulse

18-34 buying

power today

same consumers’ buying

power over next 10 years

Many players serve the dinner market

5

Meal prep effort

Ability to

deliver

on

current

eating

trends

High

High

Low

Low

Restaurant

non-dinner

Non-

dinner

grocery

Restaurant dinner

away from home

1 Technomic’s 2014 Healthy Eating Consumer Trend Report

By plotting the dinner-at-home competitors on the dimensions of fulfilment of eating trends and level

of effort in meal prep, it is possible to get a clear picture of the key market segments

Dinner-away-from-home and non-dinner occasions are defined as outside our competitive set

With the exception of weight-loss programs (less than 2% of consumers strictly follow some kind of

diet1), historically, no dinner-at-home occasions were served via a subscription/commitment model

OR

The household dinner planner struggles with a difficult choice virtually every night.

Substantial consumer pain exists within the huge

$210 billion dinner-at-home occasion

Serve my family delivery/take-out or a

frozen dinner, which I don’t see as

healthy or good-for-us, purely for the

time savings.

Compromise my other activities by

cooking from scratch and having to

come up with recipes, shop, chop,

prep, clean-up, etc. (and try and be

good at it too).

7

WHAT ABOUT THE MEAL-KIT PLAYERS THEN?

DELIVERY APPS MUST SOLVE THE PROBLEM!

Currently, a crowded field is vying for a piece

of the largest eating occasion

Meez’s offering designed around eliminating pain at dinnertime

8

Rotating menu

of 10+ items

each week

from 300+

consumer

validated

recipes

Website with

ability to

customize for

allergen or

taste

preferences

We chop, prep,

and measure

all ingredients

and make all

the sauces

All consumer

has to do is

follow simple

recipe card to

assemble

and/or heat

20-40 minutes for great tasting, creative meals from scratch

9

With Meez you can personalize your master profile or individual recipe

10

Meez utilizes local kitchens and leverages local farms, suppliers, and partners

11

16%

13%

8%

17%

46%

1 Star

2 Stars

3 Stars

4 Stars

5 Stars

Meez's consumer friendly offering is recognized by customers

12

3%

0%

1%

12%

84%

1 Star

2 Stars

3 Stars

4 Stars

5 Stars

31%

8%

7%

11%

43%

1 Star

2 Stars

3 Stars

4 Stars

5 Stars

47%

16%

9%

12%

16%

1 Star

2 Stars

3 Stars

4 Stars

5 Stars

7%

30%

3%

0%

59%

1 Star

2 Stars

3 Stars

4 Stars

5 Stars

93

Food Tasting & Q&A

13