China Food

Simple frozen fruits and vegetables, even sold the dark horse brand valued at US $1.1 billion| New XII

With the penetration and popularization of prefabricated vegetables in the C-end market, the rise of consumers’ high-level pursuit in the health level, and the expansion of the circle of fitness shaping consumers, can a great country with rich fruit and vegetable supply develop new patterns in the field of healthy frozen prefabricated vegetables?

By Maggie Zhang

Source: food daily (ID: food)

Established in 2015, daily harvest is a DTC healthy frozen prefabricated food brand dedicated to helping consumers integrate more organic fruits and vegetables into their eating habits. It mainly sells healthy foods such as smoothies, desserts, fruit and vegetable bowls, vegetable soup, flat bread and so on in the form of subscription. At present, the brand has more than 100000 subscribers in the United States, and obtained round D financing in November last year. The current valuation has exceeded US $1 billion.


In the past two years, the domestic prefabricated food industry has increased significantly. Under the background of repeated and uncertain epidemic situation, prefabricated food, which is more convenient and convenient than fresh products and conforms to the general trend of industry development, has gradually attracted the attention of investors and consumers. However, what foodaily observed is that more prefabricated foods are developed around table dishes, emphasizing fireworks and delicacy, but there is no large-scale track in the prefabrication of healthy meals.


How can prefabricated food with health characteristics find its own way out? Perhaps we can get some enlightenment from the practice of daily harvest in product positioning, brand building and business model. This issue’s new Xiu, foodily, will take you into this new star of health food in North America.

Turning eating vegetables into a business model


The entrepreneurial background of daily harvest is due to the experience of the founder Rachel. When she found that she could only choose to feed herself with unhealthy snacks because of her busy life rhythm, she came up with the idea of establishing daily harvest.


At the beginning of the brand’s establishment, daily harvest’s crowd positioning was to serve urban people. The pain point is the imbalance between the health and convenience of busy urban people. They have a demand for green and healthy food, but their own production process is cumbersome and will take a lot of time.


In addition, there is a general lack of green and healthy prefabricated food in the market. There are many products that can quickly feed consumers. However, the homogeneity is serious, and the products that can truly achieve green health, nutrition and convenience, and meet the dietary requirements of modern people are still empty at that time. Based on this market demand, daily harvest has designed a set of business models to successfully combine the health and convenience of meals:


1) Each meal is 100% plant-based and made of natural fruits, vegetables and spices, which conforms to health characteristics.


2) The product is fresh and quick frozen, cold chain transportation, and will not deteriorate. It can be heated for a few minutes to complete a meal.




In addition, the design and experience of the brand website are also very humanized. In addition to the visual simplicity, the functional design is also very considerate. For example, different meals can be selected and matched according to the health benefits required by consumers; For example, in order to increase the attractiveness of each meal, the membership fee makes every effort to describe the specific taste of each product.


Reliable, intuitive and detailed information communication is the core cornerstone to solve the problem of consumers’ trust in healthy prefabricated food. In this regard, daily harvest has implemented the brand concept of health and traceability from the perspective of details through clear and comprehensive introduction of raw materials and nutrition content, graphical edible operation, and display of user evaluation, thus enhancing the trust of consumers.



Systematic transformation from farmland to dining table,

Algorithm driven sustainable health technology company


From the very beginning, the founder of daily harvest knew that behind the emergence of a new diet, it must not be a simple process, but a systematic project.


Different from conventional frozen prefabricated food brands, daily harvest can supply more than 60 dishes at the same time, and can be flexibly updated according to seasons and seasons. Its founder revealed that the brand can reverse customize the supply chain within 6-8 weeks after receiving user feedback to bring new products to the market and respond to their needs quickly and quickly.


The core strategy behind this efficient and healthy brand system is the new supply chain created through direct cooperation with brands and farmers. Through direct cooperation with 400 farms, the traceability of fruit and vegetable raw materials and the high quality of zero artificial compounds and zero pesticides products are guaranteed; In addition, all raw materials are frozen on the spot within 24 hours after picking, so that the fruits and vegetables can be kept in the best nutritional state, breaking the pain point that the nutrients in the traditional agricultural product supply chain are easily lost.


Among them, data and algorithms play a very important role in the front-end consumer insight and the back-end supply chain management of the brand. The continuously accumulated consumption data and labels at the front end provide more and more accurate personalized diet recommendations for different consumers with amazing algorithms. At the same time, the insights from the data can be quickly fed back to the supply chain to adjust the product line. The management and quality inspection of thousands of ingredients and crops in 400 farms are also due to the promotion of digital technology.


At the same time, daily harvest is also committed to working with partners to develop renewable agricultural practices. All its products are plant-based, and the packaging can reach almost 100% universal recycling or composting. In addition, it also includes increasing biodiversity, using organic agricultural practices, strengthening soil health and vitality, and using fair labor practices.


The concept of sustainability is also implemented in the brand expression. On April 18, to commemorate the earth month, daily harvest cooperated with singer and cultural celebrity Kelis and three other creative singers and released a record. With music as the carrier, the three artists expressed their views on the important role of food in solving the climate and health crisis

Simple frozen fruits and vegetables, even sold the dark horse brand valued at US $1.1 billion| New XII

可靠,直观,详细的信息沟通是解决消费者对健康预制食品信任问题的核心基石。在这一点上,Daily Harvest通过清晰全面的原料、营养含量介绍,图示食用操作,以及展示用户评价的方式,从细节出发,落实了健康、可追溯的品牌理念,增强了消费者的信任度。


图片来源Daily Harvest





从一开始Daily Harvest创始人就明白,一种新的饮食方式的出现,背后必定不是简单的流程,而是系统性的大工程。


与常规的冷冻预制餐食品牌不同的是,Daily Harvest可以做到超过60种菜品同时供应,并且可以根据时令、季节等灵活更新,其创始人透露,品牌可以做到在接收到用户反馈的6-8周内就可以反向定制供应链将新产品推向市场,快速敏捷响应他们的需求。






与此同时,Daily Harvest还致力于携手合作伙伴发展再生农业实践,其所有产品均以植物为基础,包装几乎可以达到100%普遍回收或堆肥。除此之外,还包括增加生物多样性、使用有机农业实践、加强土壤的健康与活力、使用公平的劳动实践等。


可持续理念同时贯彻在品牌表达上,4月18日,为纪念地球月,Daily Harvest与歌手兼文化名人Kelis以及其他三位创作型歌手合作并发行了一张唱片。以音乐为载体,三位艺术家表达了他们对食物在解决气候和健康危机中所起的重要作用。通过这次活动,Daily Harvest旨在鼓励人们摄入更多植物性食物,并更多地了解饮食在环境可持续中扮演的角色。


图片来源Daily Harvest




通过复盘Daily Harvest的品牌故事,我们看到了冷冻预制食品的一个新鲜案例。诚然,北美市场的健康饮食文化与我国当前市场现状无法同日而语。轻食赛道在国内发展近20余年,也没有跑出头部品牌。但相比于顿顿都是辛辣烟火味的火锅、龙虾、烧烤大排档,更加注重健康以及营养均衡的轻食一定可以在市场找到容身之处。








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