As Freshly Scales Under Nestle’s Wing, Personalization Becomes Paramount
When Freshly, the Nestle-owned subscription service focused on delivery healthy prepared meals, wanted to boost its personalization efforts, the company knew it had to get a better grip on its data management.
Headquartered in New York, Freshly currently has or is building facilities in five U.S. states and ships more than 1 million meals per week to customers in 48 states. The company is in growth mode — it was acquired by Nestle USA in October 2020 in a deal valuing the company at $950 million — and has marked 2021 with announcements for new and expanded distribution facilities across the country. Former Amazon Go managing director Anna Fabrega joined Freshly in March as its first chief commercialization officer, dedicated toward leading the company’s efforts to scale.
And for good reason: As consumer hunkered down during the pandemic but still craved convenience, the meal delivery market has grown quickly. The global meal kit delivery services market size was pegged at $10.26 billion in 2020 by Grand View Research, which expects it to reach $19.92 billion by 2027. In addition to convenience, the research firm cites an increased importance millennials are placing on homemade meals as factors spurring growth.
Freshly, which was founded in 2015, first partnered with customer data platform provider Simon Data in 2018 to maximize its consumer data capabilities.