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

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​.”