The Rise & Fall of Freshly Meal Kits: A Comprehensive Review

Freshly at a Glance

Specializing in fresh, chef-prepared meals that are delivered straight to customers’ doors, Freshly meal delivery company aimed to simplify meal prep by offering nutritious and convenient ready-to-eat options. The company focused on providing healthy, preservative-free dishes that could be heated in just minutes, catering to busy professionals and health-conscious individuals alike. Freshly’s emphasis on quality ingredients and balanced nutrition set it apart from traditional frozen meal options. In 2020, Freshly was acquired by Nestlé for $950 million, signaling its growing influence in the market. The acquisition allowed Freshly to expand its reach and improve its offerings with Nestlé’s resources and expertise. At its peak, Freshly served millions of customers across the United States, delivering to almost every ZIP code, and it maintained a significant presence in the competitive meal delivery landscape.

Freshly offered a range of features that appealed to a diverse customer base. Their meals were crafted to accommodate various dietary preferences, including gluten-free, low-calorie, and high-protein options, as well as vegan and vegetarian meals. This variety made Freshly a suitable choice for individuals with specific dietary needs or those looking to maintain a healthy lifestyle without the hassle of cooking. The company focused on delivering dishes that required no prep work, making them ideal for busy families, professionals, and anyone seeking quick and easy meal solutions. Additionally, Freshly committed to sustainability by using eco-friendly packaging materials and minimizing food waste through careful meal planning. This approach not only aligned with consumer trends toward environmental responsibility but also strengthened Freshly’s brand image as a modern, conscientious company.

While there is not much information online about industry awards or accolades, they did seem to have a good standing and their shut down came as a surprise to many. However, it is important to note that Freshly does not seem to have been accredited by the Better Business Bureau (BBB).

Freshly Features & Services

When it comes to variety and customization, Freshly offered a wide range of options to accommodate various dietary preferences and special requirements. Here’s a breakdown of what Freshly had to offer:

Menu options

• Ready to eat: Freshly meals came fully cooked and only required heating, saving customers time and effort. This feature was especially useful for busy professionals or families seeking quick and easy meal solutions
• Diet-specific: Freshly provided meal plans catering to a variety of diets, such as gluten-free, low-calorie, high-protein, and low-carb options. Each meal was tagged with dietary information, making it easy for customers to find meals that fit their preferences
• Nutritionist-designed: Meals were designed by chefs and nutritionists to ensure a balance of macronutrients, vitamins, and minerals. Freshly focused on creating dishes that offered a well-rounded nutritional profile without sacrificing taste for those seeking to support their healthy food habits
• Chef-crafted: Meals were designed by professional chefs and nutritionists to ensure they were both delicious and nutritionally balanced, offering restaurant-quality dining experiences at home
• Comprehensive rotating weekly menu: Freshly offered a rotating weekly menu with over 30 different meal options. This ensured that customers had access to a variety of flavors and cuisines, keeping their meal plans exciting and diverse
• Customizable plans: Customers could personalize their meal plans by selecting the number of meals per week and the specific dishes they wanted to receive. This flexibility allowed users to tailor their meal deliveries to their unique schedules and tastes
• Allergy-friendly options: Freshly provided options for individuals with specific food allergies or intolerances, such as dairy-free or soy-free meals. Customers could easily identify and select meals that suited their dietary restrictions
• Global cuisines: Freshly’s menu featured a variety of international dishes, including Asian, Mediterranean, and Latin American cuisines. This variety allowed customers to explore different culinary traditions from the comfort of their homes
• Clean ingredient commitment: Freshly prioritized using high-quality, whole ingredients free from artificial preservatives, colors, and flavors. This commitment to clean eating resonated with health-conscious consumers looking for natural food options
• Detailed nutrition information: Each meal included comprehensive nutritional information, including calorie count, macronutrient breakdown, and ingredient list. This transparency helped customers make informed choices aligned with their health goals
• Taste profile preferences: Customers could set their Taste Profile to automatically select meals based on their dietary preferences, simplifying the meal selection process and ensuring they received dishes tailored to their tastes
• Fresh ingredients: Unlike traditional frozen meals, Freshly meals were prepared with fresh ingredients and never frozen, ensuring a high-quality dining experience with each dish for healthy living

Delivery features

• Eco-friendly packaging: Freshly used recyclable and biodegradable packaging materials to minimize environmental impact. This initiative supported customers who were mindful of sustainability and wanted to reduce their carbon footprint
• Nationwide delivery: Freshly delivered to nearly every ZIP code across the continental United States, making it accessible to a wide audience
• Flexible delivery days: Customers could choose from various delivery days that best fit their schedules, allowing them to receive meals when most convenient
• Safe and insulated packaging: Meals were packed in insulated boxes with ice packs to maintain freshness during transit

Other features

• Skip a week: Customers had the flexibility to pause their deliveries whenever needed, allowing them to skip weeks without hassle
• User-friendly mobile app: Freshly’s mobile app offered an intuitive interface for managing plans, updating preferences, and tracking deliveries on the go
• Add-ons and sides: Customers could customize their orders by adding items a la carte, including sides, snacks, and other extras, providing more variety and options with each delivery
• Gift cards: Freshly offered gift cards, making it easy to share the convenience and joy of ready-to-eat dishes with friends and family
• Referral program: Freshly had a referral program that rewarded customers for referring friends, providing discounts and incentives to spread the word
• Subscription flexibility: Customers could easily modify their subscription plans, change meal selections, and adjust the number of meals per week to suit their evolving needs

Pricing & Plans

Freshly offered a variety of subscription services designed to cater to different needs and preferences. The plans were customizable to some extent, allowing customers to select the number of meals per week and choose from a rotating menu of meal offerings. Below is an overview of the plans and their pricing based on available information.

• 4 Meals Per Week: This plan provided four single-serving meals delivered weekly. It’s ideal for individuals or couples looking to supplement their home-cooked meals with a few convenient, ready-to-eat options. This plan cost $50–$52 ($12.50–$13.00 per meal)
• 6 Meals Per Week: Offering six meals per week, this plan was suited for those who prefer a greater portion of their weekly meals to be pre-made, saving time on cooking and meal prep. This plan would have been at $69–$72 ($11.50–$12.00 per meal)
• 8 Meals Per Week: The eight-meal plan catered to busy professionals and small families seeking more convenience and variety in their weekly meal options. It would have cost their customers $88–$90 ($11.00–$11.25 per meal)
• 10 Meals Per Week: Aimed at larger households or individuals who prefer not to cook daily, this plan offered ten ready-to-eat meals per week. This would have cost $107–$110 ($10.70–$11.00 per meal)
• 12 Meals Per Week: The most extensive plan, with twelve meals, suited those with a busy lifestyle or those seeking a family plan and who rely heavily on prepared meals throughout the week. And this one would have cost $125–$130 ($10.40–$10.83 per meal)

Delivery fees were typically calculated after you placed your order, and according to available information cost anywhere between $9.99 and $11.99.

Advantages & Disadvantages

Just like other meal delivery services, Freshly comes with their own set of ups and downs. Knowing what these are can really help folks decide if they want to go for a meal delivery service or not. By looking at the good points and the not-so-good ones, people can figure out if what Freshly has to offer matches up with what they're looking for in a meal delivery service.

Advantages

• Fresh, ready-to-eat meals: Freshly’s meals arrive fully cooked, requiring only a few minutes in the microwave or oven before they’re ready to eat. This convenience is a major advantage of premade meal delivery services for busy individuals who don’t have time to prepare meals from scratch but still want healthy, home-style food. It saves time on meal prep and cleanup, allowing customers to enjoy a nutritious meal without the hassle of cooking
• Wide variety of options: Freshly offered a rotating menu with over 30 different meals each week, featuring a mix of cuisines and dietary preferences. This variety allowed customers to enjoy different dishes regularly and avoid meal fatigue. The ability to choose meals that fit specific dietary needs, such as gluten-free or high-protein, ensured that every customer could find something suitable for their lifestyle. Additionally, Freshly's emphasis on health focused and balanced meals made it a convenient option for busy individuals looking for quick, healthy meals. The use of high-quality, fresh ingredients also added to the overall advantages of Freshly's meal kit service
• Eco-friendly packaging: Freshly used recyclable and biodegradable packaging materials, which appealed to environmentally conscious consumers. This commitment to sustainability helped reduce the environmental impact of meal delivery and allowed customers to feel good about their purchase decisions. Supporting a service that prioritizes eco-friendly practices can be an important factor for those looking to minimize their carbon footprint
• Customizable plans: Freshly’s plans allowed customers to choose the number of meals they wanted per week and select specific dishes from the menu. This customization provided flexibility and ensured that the meal service met individual preferences and needs. Customers could tailor their plans to fit their dietary goals or schedule, making it a personalized dining experience
• High-quality ingredients: Freshly prioritized using fresh, high-quality ingredients sourced from trusted suppliers. This focus on quality ensured that each meal was not only delicious but also nutritious, providing customers with the benefits of wholesome, balanced eating without the effort of sourcing and preparing ingredients themselves
• Chef-crafted recipes: Each meal was developed by professional chefs who combined culinary expertise with nutritional science. This collaboration resulted in meals that were both flavorful and balanced, offering customers restaurant-quality dining experiences at home
• Health-focused options: Freshly’s menu featured dishes designed to support specific health goals, such as weight loss, muscle building, or improved energy levels. Options like high-protein or low-calorie meals catered to these needs, making it easier for customers to adhere to their dietary plans
• Flexible subscription plans: Freshly allowed subscribers to easily modify their plans, pause deliveries, or cancel anytime. This flexibility made it convenient for customers to adjust their meal plans according to changing schedules, dietary needs, or budget considerations
• Dietitian support: Freshly provided access to dietitians who could assist customers in selecting meals that aligned with their health goals and dietary preferences. This personalized support added value to the service by helping customers make healthier choices
• Subscription discounts and offers: Freshly frequently offered promotions and discounts for new and returning customers, making their meal plans more affordable and attractive. These offers provided an incentive for customers to try the service or commit to longer subscriptions

Disadvantages

• Limited customization: While Freshly offered a variety of options, there was limited ability to customize the ingredients or flavors within each meal. Customers who have specific dietary restrictions or taste preferences might find this lack of flexibility a drawback, as they cannot modify meals to suit their individual needs. This could be a disadvantage for those looking for highly personalized meal options
• Single-serving meals only: Freshly’s meals were designed as single-serving portions, which might not be ideal for larger families or those who prefer to share meals. This can lead to higher costs per meal when feeding multiple people, as each individual would need their own portion. Customers with families or who enjoy cooking in larger batches may find this setup less cost-effective
• Company shut down: In 2023, the company announced that it was shutting down operations, making their services no longer available
• Pricey: Although Freshly offers convenience, the cost per meal may be higher than preparing meals at home using fresh ingredients. This could be a concern for budget-conscious consumers who are looking to save money on food expenses. Customers must weigh the convenience of ready-to-eat meals against the potential savings of home cooking

Freshly User Reviews

Freshly generally received positive reviews across various consumer platforms, reflecting its strong reputation in the meal delivery industry. On Trustpilot, Freshly scored an impressive 4.8 out of 5 stars based on over 12,500 reviews, with many customers praising the convenience and quality of the meals offered. Similarly, on Sitejabber, Freshly earned a rating of 3.8 out of 5 stars from over 7,000 reviews, indicating that the majority of customers were satisfied with their experience. While Freshly’s score on Yelp was slightly lower at 3.1 out of 5 stars from over 1,000 reviews, indicating mixed experiences this still represents a generally favorable view.

Ease of preparation and taste

Customers consistently praised Freshly for the convenience and simplicity of meal preparation, which set it apart from many other meal delivery services. Freshly’s meals were fully cooked and required only a few minutes in the microwave or oven, making them an ideal solution for busy individuals and families who wanted a quick, hassle-free dining experience. Many users appreciated the variety of flavors and high-quality ingredients, noting that Freshly meals offered a satisfying and flavorful alternative to typical frozen grocery store meals. The rotating menu was another highlight, providing customers with a diverse selection that kept meal options fresh and exciting. This variety allowed people to enjoy a restaurant-quality dining experience at home without the time and effort of cooking.

However, some customers felt that certain meals lacked seasoning or were not as flavorful as they had hoped, indicating that while the concept was strong, execution sometimes fell short of expectations. Additionally, a few reviewers mentioned that the portion sizes were smaller than anticipated, which could be a drawback for those with larger appetites or those who expected heartier servings. These negative experiences suggest that while Freshly excelled in convenience and variety, there were areas for improvement in flavor consistency and meal sizing to better satisfy all customer preferences.

Packaging and environmental friendliness

Freshly’s commitment to eco-friendly packaging was a notable aspect of its service, garnering both praise and criticism from customers. The company utilized recyclable and biodegradable materials, which appealed greatly to environmentally conscious consumers who appreciated the alignment with their values of reducing environmental impact. Many customers noted that the packaging materials were easy to recycle, reinforcing Freshly’s dedication to sustainability and providing a guilt-free dining experience. This effort to prioritize the environment set Freshly apart from competitors who often rely on traditional packaging methods that are less eco-friendly.

However, some customers expressed concerns regarding the amount of packaging used for each individual meal. While the materials themselves were sustainable, the volume of packaging often seemed excessive, leading some to question the overall efficiency of Freshly’s approach. A few reviewers suggested that the company explore more efficient packaging solutions to minimize waste and enhance the sustainability of their products. These mixed reviews highlight the balance Freshly attempted to strike between providing safe, fresh meal deliveries and maintaining a strong commitment to environmental responsibility.

Delivery services

Freshly’s delivery services were generally well-received by customers, who frequently praised the company for its reliability and efficiency. Most users reported that their meals arrived on time and in excellent condition, maintaining the quality expected from a meal delivery service that emphasizes freshness and convenience. The ability to choose delivery days was another aspect that customers appreciated, as it allowed them to tailor deliveries to fit their schedules, adding a layer of flexibility that enhanced the overall experience. This feature was particularly beneficial for those with busy lifestyles who needed meal deliveries to align seamlessly with their personal routines.

However, not all feedback was positive. A small number of customers encountered issues with delivery, such as late arrivals or meals arriving at incorrect temperatures, which could compromise the meal quality. These instances, while relatively rare, highlighted areas where Freshly’s service could improve. Some users also reported difficulties in changing delivery schedules or addressing delivery problems with customer service, suggesting that while the system was efficient for most, there were occasional lapses in service quality. These mixed reviews indicate that while Freshly’s delivery was generally effective and reliable, improvements could be made in handling scheduling adjustments and ensuring consistent delivery performance.

Customer service and overall satisfaction

Freshly’s customer service experience garnered mixed reviews from their users, reflecting both strengths and areas for improvement. Many customers expressed satisfaction with the support they received, often praising the responsiveness and helpfulness of Freshly’s customer service team. These positive experiences highlighted the company’s commitment to resolving issues quickly and efficiently, ensuring that customers felt valued and understood. Customers frequently mentioned that representatives were friendly and accommodating, which enhanced their overall experience with the brand.

However, some customers encountered challenges when dealing with Freshly’s customer service. A portion of users reported difficulties in reaching representatives, particularly during peak times or when complex issues arose. These customers noted that resolving issues related to billing or delivery sometimes took longer than expected, and a few reviews suggested that response times could be improved to better meet customer needs. Additionally, some users experienced frustrations with automated systems or the need to follow up multiple times to get a resolution.

These varied experiences suggest that while Freshly excelled in providing responsive and helpful service to many of their customers, there were still areas where the company could have enhanced their support processes.

Customer Support & Services

Freshly offered a range of customer support options designed to ensure accessibility and responsiveness to user needs. Customers could reach the support team via phone at 1-844-373-7459 or email at [email protected], providing direct access to assistance for inquiries, issues, or feedback. The company also featured a live chat option on their website, allowing users to receive real-time help from representatives during business hours. Freshly emphasized timely responses, typically addressing customer concerns within 24 hours, which enhanced their reputation for reliable service. Additionally, Freshly provided online resources, including FAQs and tutorials, to help customers navigate their meal plans and make the most of the service. These resources could be accessed directly through their help center for easy guidance.

Conclusion

Freshly offered a unique meal delivery service that combined the convenience of ready-to-eat meals with the quality of freshly prepared ingredients, making it a great option for busy individuals, families, and health-conscious consumers. Freshly's emphasis on clean ingredients, nutritionist and chef crafted recipes and culinary innovation further distinguished it, appealing to consumers who prioritize health and sustainability. Positive customer feedback often highlighted the exceptional taste and variety of meals, as well as the straightforward ordering process. However, some drawbacks included limited customization within individual meals, which might not have suited those with very specific dietary needs, and occasional reports of smaller portion sizes. 

Ultimately, the closing down of Freshly operations means customers will have to look elsewhere to fulfill their meal delivery needs. There are various options available to you, and you can find out more about them on our reviews page of the best meal delivery services. Subsequently, you can use our comparison tool to compare different companies and make an informed decision. If you need more information about these services or help understanding how they work, you can visit our blog page, which has many helpful articles.