We deliver direct to consumer, ambient ready meals focused on the fast-growing and underserved Baby Boomer+ demographic.
We listen intently to our customers and aspire to champion the needs of the life-loving 60+ population, whose voice has gone too long unheard and untapped.
Just like youth brands focused on Millennials and Gen X, we aim to inspire, excite and engage our customers.
UK Market Opportunity *
Growing demographic 2019-2029 **
FY18 to FY20 revenue to
c.£24.4m in FY20
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Less environmental impact than home-cooked meals
* UK Baby Boomer ready-meal market
** Age demographic of 60+ source: ONS
Our innovative ready meals tap into the fast-growing Baby Boomer+ demographic, broadly defined as those aged 60 and over. This demographic is not only growing rapidly, but also the wealthiest in the UK.
Source: Net family wealth per adult (median figure used, adjusted for inflation) 2014-16, Source: Resolution Foundation/ ONS Wealth and Assets Survey
UK Population is ageing by 2029 27.8% of the population will be 60 and over compared with 24% in 2019
60 years and over (our target market) was 16.2m in 2019 (ONS)
We speak directly to our customers fielding over 2,000 calls a day. The direct-to-consumer model allows us to gather detailed insights from customers, building meaningful relationships and allowing for greater levels of innovation perfectly aligned with their demands.
From the beginning Parsley Box has set out to build a business with a social and environmental conscience.
We’re serious about achieving growth, but we’re just as serious about doing the right thing for our customers, our staff and our suppliers whilst treading lightly on our planet.
This is just the start for Parsley Box and we won’t stop here because for us, being ethical is about listening to all of our stakeholders and following our conscience.
We recognise the importance of doing business responsibly and reducing any adverse impacts of our operations on the environment and of encouraging the same values through our entire supply chain. Environmental considerations are at the core of our proposition.
Source: Traditional food supply chain sequence is based on a study by WRAP
The ambient nature of our meals removes requirement for a refrigerated or frozen supply chain, significantly reducing cost and improving speed of delivery. A Parsley Box meal produces approximately 44% less CO2 emissions compared to an equivalent home cooked meal*. Our packaging is widely recyclable.
*Source: Green Element Research for Parsley Box January 2021, taken from the median of three Parsley Box meals
Read our Carbon Report here.
Parsley Box works with a number of social causes throughout the year to help support its local community. In December 2020, Parsley Box worked with West Lothian Council to distribute meals to the homeless over the Christmas period. Parsley Box also has a partnership with registered charity FareShare to donate and distribute meals to worthy causes throughout the year.
Our strapline is ‘Join our family for dinner…’ and our family keeps on growing. We were built on family values and each and every employee is valued and contributes to our success. After all, as a direct-to-consumer business, our people are the vital link between our products and our customers.
The contact centre, where the majority of staff work, isn’t solely focused on completing transactions the team is encouraged to actively listen, to allow for natural conversation to play out, for stories to be told and for customer voices to be heard. For staff, this approach means greater work satisfaction and creates a sense of belonging. We care for our customers and we care for each other.
