SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

Headlines > Industry

Start-up Muscle Kitchen launches healthy meals-on-wheels concept

Post a commentBy Anne Bruce , 20-Aug-2014
Last updated on 20-Aug-2014 at 13:10 GMT

Muscle Kitchen delivers meals tailored to customers' fitness goals
Muscle Kitchen delivers meals tailored to customers' fitness goals

Start-up company Muscle Kitchen has launched a personalised cooked meals delivery service for fitness conscious clients around London.

Muscle Kitchen delivers a complete programme of meals and snacks to customers tailored to their fitness goals- fat loss, sports performance or muscle gain.

The company was launched in March by recent chemistry graduate and entrepreneur Paul Davies, using savings and a start-up loan.

He told Nutraingredients.com that meals are cooked by the company chef in its kitchen in Orpington, London: “I had the idea for the company last September as I have friends who are very keen on sport and wanted to help them on the diet side, which ties in with my knowledge of chemistry. We started with three trials with friends before we launched the company, in order to perfect the recipes.”

Carbohydrate cycling

The company wanted to make personalised nutrition simple, effective and affordable by offering a complete range of meal delivery service packages designed to help clients achieve their individual fitness goals, he said. It can offer meals for special diets such as the Paleo diet or the carbohydrate cycling diet.

Muscle Kitchen delivers the cooked food in a temperature controlled coolbag to customers by 6am on a Monday. Wednesday and a Friday, he said.

Subscriptions cost £25 (€31) a day for three meals and two snacks, with menus including breakfast options such as poached eggs with mackerel and red cabbage, and dinners such as Minted Lamb Meatballs with Ratatouille and Spicy Couscous. Snacks include Mixed Seeds, Dark Chocolate and a Protein Flapjack.

Facebook and Twitter

Davies said the company was expanding through word of mouth in the London area, using social media such as Twitter and Facebook to generate publicity.

It was also setting up deals with personal trainers, whereby they are offered free meals if they sign up 10 people to the Muscle Kitchen service. It hoped to sign up with a large gym chain in the future.

Davies said: “We did a lot of research before we launched. We want to help as many people as we can to gain muscle, lose weight or achieve their goals. In the tech industry you build a business up and then sell it off, and we would consider selling the company in future, if we were sure our customers would be looked after.” 

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Key Industry Events

 

Access all events listing

Our events, Events from partners...