Abnormal uses nutritional algorithms to create meal replacements tailored to consumers’ diets, health and habits and takes into accounts allergies and intolerances.
Delivered direct-to-consumer, meals can be updated at any time, with each new delivery reflecting any change in a consumer’s needs.
Founder and chief executive Mark Coxhead said: “With the global meal replacement market estimated to be over $18bn (£13.2bn) in 2020 and forecast to continue to grow, complete meals have become a high growth sector with consumers wanting the convenience of a nutritionally balanced meal in a convenient powder format.
‘No one size fits all’
“The interest in personal nutrition has rocketed in the past few years – consumers no longer believe that one size fits all. We see a huge market opportunity for Abnormal, which is why we’ve invested over a million pounds and spent two years building a very smart piece of technology in conjunction with bleeding edge nutritional science.”
Abnormal offers a free seven meal trial, with the option to commit to a 30 meal subscription. The brand has also worked towards a plastic-free end-to-end product by using fully recyclable paper-based single serve sachets and a recyclable cardboard box that uses no adhesive in its construction.
Coxhead added: “Since launch, we’ve seen very strong take up and we’re already working on the next phase of product evolution for abnormal.
‘Affordable, healthy meals’
“Having an affordable healthy meal, that is designed for the individual on so many levels, whether they are vegan, flexitarian or not, and has minimal impact on the planet, is a very powerful proposition.”
Last year saw a number of food firms launch direct-to-consumer offerings to supplement their retail sales.
Drinks producer Radnor Hills turned to e-commerce to help tackle to challenges of the coronavirus pandemic.
Meanwhile, ready meal manufacturer Symington’s launched its own direct-to-consumer platform in response to increased demand and a shift toward online shopping by consumers.