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Brief Published: 2 Oct 2017

Subscription Meal Kits for New Mums


UK healthy restaurant and delivery company The Detox Kitchen has collaborated with London-based nutritionist and food influencer Amelia Freer to launch a meal-delivery service for busy new mums called Mama.

For £39.95 ($54) per day, new and breastfeeding mothers will receive a meal box containing foods rich in nutrients such as iron, magnesium and zinc – which are typically low in post-birth mums.

The daily package includes breakfast, lunch, dinner, snacks and juices. Dishes include spinach and butter-bean dip with carrot crudités, and king prawns with coconut dhal and broccoli rice. Juices include beetroot, ginger, celery and apple. Subscribers can also add a meal for their partner for added convenience.

Detox Kitchen co-founder Lily Simpson was inspired to create the Mama home delivery service after discovering the mixed nutritional messages mums often receive after childbirth.

This package is a key example of how brands are recognising the potential of targeting new mums with a more integrated and holistic approach to self-care, as recently discussed in Natal Nutrition: Fertility to First Foods. See also Retail Concepts Nurturing New Parents, Marketing to New Parents and Bringing Up Baby: Beauty's Essential Role.

For more on nurturing young families, see Millennial Mums: Feeding Families and Meal Kits for Babies. For more on subscription retailing, see Membership & Tiered Retailing: Key Strategies.