Axfood’s meal kit company Middagsfrid is gearing up. The customer offering has been improved through the addition of a new website and e-commerce platform, new delivery solutions for home deliveries in a large part of Sweden, and flexible and healthy meal solutions, allowing the world’s first meal kit company to grow and take its next step.
Axfood’s meal kit company Middagsfrid is gearing up. The customer offering has been improved through the addition of a new website and e-commerce platform, new delivery solutions for home deliveries in a large part of Sweden, and flexible and healthy meal solutions, allowing the world’s first meal kit company to grow and take its next step.
Today, Axfood’s meal kit company Middagsfrid is launching an entirely new customer offering that will inspire new and existing customers with its simplicity and ease of use. With a new website and e-commerce platform, new delivery solutions for the entire country and an even greater focus on health, inspiration and simplicity, the company is giving customers greater freedom of choice by offering them more flexibility to choose and combine different dishes and recipes. The company has also improved and simplified purchase flows and its handling of subscriptions.
– With our launch of the next version of Middagsfrid, we have not only strengthened our technical platform and our deliveries. We have also listened to what our customers want to see from a modern meal kit supplier. We are building on the essence of Middagsfrid, with a focus on tasty recipes and really good food, but expanding the offering to provide more variation and increased simplicity. We are now offering healthy, flexible meal kits in more parts of the country, says Malin Wiklander, Managing Director at Middagsfrid.
When Middagsfrid was founded in 2007, the company was the first in the world to offer pre-planned meal kits with recipes delivered straight to customers’ doors. Middagsfrid has been part of the Axfood family since 2017 and is still operating according to the same business concept. During the last year, it has undergone a significant journey of transformation.
In addition to a new e-commerce platform, flexible meal kits and improved flows, a new graphic profile has been designed and major improvements have been made in operations. Middagsfrid has also opened its own warehouse in Årsta and entered into a partnership with Gordon Delivery, allowing the company to reach customers in more parts of the country. Finally, Middagsfrid has insourced its customer service in order to be closer to the customer.
– All in all, this is an entirely new offering for our customers – an offering based on a foundation of really good, healthy food that everyone can appreciate. We now have simpler and more inspiring recipes that are easier to make, packaging in customised sizes, and simplicity in terms of choosing the dishes you want, how you want to combine them and how many days you want them, and we believe and hope that these significant improvements will be appreciated by our loyal customers while also helping us to attract new ones, says Malin Wiklander.
