Published: 19/01/21 3:38 PM
Parsley Box has raised £5.2m to continue its rapid expansion, invest in growth and to help it become a household name.
Edinburgh, 19th January 2021: Parsley Box, the Edinburgh based direct to consumer provider of ready meals focussed on the under-served baby boomer+ demographic, has raised £5.2m to continue its rapid expansion, invest in growth and to help it become a household name. These funds come in addition to the £4.6m raised last year, led by Mobeus Equity Partners.
New money has been raised from existing and new investors including some local Scottish entrepreneurs to leverage the opportunity to provide its ambient ready meals to the fastest growing segment of the UK population. According to the Office for National Statistics, by 2029 27% of the population will be over 60.
Kevin Dorren, Parsley Box Chief Executive Officer, said: “Our customers, who are primarily over 60, are enjoying freedom from responsibilities, they increasingly want convenience, don’t want to be tied to a cooker and are very much part of the behavioural revolution buying food online for home delivery.”
The meals are nutritious, quick, simple to cook and enable customers to retain a high level of independence. Best-selling dishes are Cottage Pie, Lamb Hotpot, Lasagne, Sweet and Sour Chicken and Beef Stew from a menu of over 60 main meals, as well as a range of desserts, cakes, wines, spirits and more, all delivered in single serve portions.
Parsley Box was founded in 2017 by Gordon and Adrienne MacAulay with Kevin Dorren, a serial entrepreneur, brought in as CEO in 2020 to continue to grow the business. Parsley Box has been highlighted as one of the Sunday Times Fast Track Ones to Watch in this year’s Sunday Times Fast Track 100; revenue has more than tripled from £7.4m in 2019 to £24.5m in 2020 with over one million meals delivered each month.
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