The latest new offering from My Food Bag, Kiwi Fresh, is aimed at urban couples and flatmates rather than families. It’s about street-food-inspired flavours with an appealing price point.
My Food Bag chief executive Kevin Bowler, who was appointed in May, says the service is perfect for busy couples, young families and urban professionals and promises fun and fresh dinner time options.
“With fewer ingredients, simple preparation and easy-on-the-pocket prices, we see Kiwi Fresh appealing to those who want something delicious on the dinner table, but don’t have the time to think too hard about it,” he says.
”Featuring easy, café-style flavours and simple, online recipes accessed via the Kiwi Fresh website, it’s like having a street-food festival at your home each week. The three days a week service enables flexible dining options to suit the “out and about” lifestyle of busy urbanites,” says Bowler.
It launches today with the website open for orders, and will initially be rolled out across Auckland with plans to expand it rapidly to other regions. Prices start at $59.99 for three meals feeding two people, plus $10 delivery.
Discount coupons will support the launch, and will be distributed along Queen St and at Britomart Station.
Bowler adds, “We plan to grow fast and this couponing price point is about encouraging trial. We think it’s a sharp price that’ll get people through the gate and the quality of the meals will keep people coming back every week.”
My Food Bag’s most recent previous launch was its weight-loss programme Fresh Start in May. It also offers lower-price option Bargain Box, launched in 2016, and many different variations on the classic My Food Bag offering.