RACHEL DRORI, founder, Daily Harvest: A smoothie a day …
By Elaine Watson
- Last updated on
Want to start the day with a nutritious smoothie but got nothing in the fridge except some soggy greens and a couple of bananas? Enter New York-based smoothie delivery brand Daily Harvest, one of a new breed of online start-ups targeting time poor consumers that are prepared to pay for a service that makes healthy eating convenient and easy by delivering customized products to their doorsteps.
Unlike some of the meal-kit delivery companies that private equity firms have been throwing money at lately, Daily Harvest products don’t require any preparation, says founder Rachel Drori, who has just closed a $1.5m round of funding.
And unlike some of the more niche snack or gourmet food subscription box services, Daily Harvest's core products – smoothies – are items that target consumers have built into their daily or weekly routine, so if you give them what they want, you should be able to bank on solid repeat orders, she says.
You just grab one out the freezer, add some liquid, put it in the blender and it’s ready in 30 seconds
Users can arrange for delivery once a week, once a month or at other increments [they make their selections on an online calendar], and they can skip a delivery or stop using the service at any time, says Drori, who officially launched her service in September 2015 after extensive beta testing and is now fielding orders from 32 states.