Meal-Kit Startup Chef’d Raises $12.3 Million
The El Segundo-based company sells pre-measured meal ingredients and recipes online for customers looking for convenience, minimal food wastage, and a cooking experience, said company Chief Executive Kyle Ransford. The startup’s financing comes on the heels of securing a partnership this month to sell meal kits for “NYT Cooking,” a popular online and app-based recipe book published by the New York Time Co. The company has also established similar services for other publications such as Men’s Health and Good Housekeeping. In addition to its partnerships with media companies, the online meal-kit seller is trying to distinguish itself from established subscription-based services, such as Plated and Blue Apron, by offering meal kits א la carte. The startup delivers meals in one or two days, and offers more than 300 recipes on its website. Chef’d is still raising its Series A round and aims to raise $17.5 million in total, said Ransford. There are 14 investors in the round so far, including online grocery delivery service Fresh Direct of New York and HomeAway co-founder Carl Shepherd.