So the smart folks at Goodfood.com.au have pulled together the key food trends for 2021 and we are proud to be featured as driving change in the convenience category. This editorial was also featured in the print edition of The SMH and The Age.
“New player PreppedFresh will launch to market in the next few weeks, also promising convenience, but with flash frozen, pre-chopped ingredients.
"Australians are hungry for the convenience meal kits tend to offer, but they can still take a long time to cook with all the preparation involved," says PreppedFresh founder Isabelle Dunn.
"Everyone likes to cook, but few people enjoy the chores of scrubbing, peeling and chopping, especially at the end of a long day."
Rather than Birds Eye-style bags of frozen cauliflower and other sides, PreppedFresh will offer a weekly starter kit with recipe cards and common cooking ingredients such as garlic, parsley, onion, pumpkin and carrot.
"I hope it can lead to a reduction in household food waste," says Dunn. "It's so frustrating when you do a weekly shop on Sunday, and your vegetables are beginning to perish in the crisper by Tuesday."