myfoodforyou.co.uk - A REVIEW
Coming out of the station today I was handed a flyer for "London's revolutionary new food service - foodfor you.co.uk"
The concept is simple, a weeks worth of home-cooked meals delivered to your door for just £25.
The insight is even simpler "Arriving home after a long day at the office and a few minutes later tucking into a delicious home cooked meal thats not just delicious, but seriously healthy".
I'm a huge fan of cooking, but even for me there are weeks where I get in late, the fridge is bare or I simply dont have the energy to make a full meal.
So where's the catch?
At first glance the word frozen jumps off the page but having worked in foods manufacturing I can vouch for the fact that frozen food locks in freshness and flavour than a home-cooked meal that has gone through 6 hours transit ever will.
Next I looked at the price...£25, that's a little pricy isn't it? Actually...probably not. Considering the target market, £5 for a meal probably seems good value.
Plus, when you factor in that even when I do go to Sainsbury's with a clear list for ingredients, I inevitbaly walk out having spent twice what I planned for...could this be the way to steer clear of BOGOF temptation?
Good marks so far.
Saving the world
It seems almost impossible for a business not to have an eco stance or a way of saving the world and as a result they can get lost in the wind.
However Lina Forsberg - MD, Chef and also attractive I probably shoudlnt say - introduces what seem like genuine personal morals. All ingredients & packaging is ethically sourced, the concept is getting Londoners to eat healthy and if that wasn't enough then, for no obvious reason other than she simply cares, 10% of all profits are given to a cause in Ethiopia.
The idealist in me is a little upset that this seems to symbolise a defeatest outlook for the future of home-cooking. Personally, as a wannabe Jamie Oliver, this has encouraged me to cook more, having realised that I've let my hobby stutter. However for the masses this could unfortunately be a perfect excuse to avoid ever knowing your bouillon from your butter.
Pulling myself back to reality though, would I rather see my friends, who simply wont cook/cant cook, eating a McDonalds or a fresh Pork Fillet in Apricot sauce ....the latter every time.
So is it food glorious food?
The menu looks good & changes weekly but until I've tried it out I can't fairly say whether its a good feed.However my review isn't completely rosy. There are some obvious questions which I'm sure Lina has accounted for.
- If the menu is fixed, what about the fussy eaters in the world? - Lina's answered that already - "We offer two alternative meals each week that you can select in place of the meals on the menu."
- Vegetarians?
- Is it targetted solely at singletons living alone - why no group buy discount to capture the hords of us living with friends.
- HOW BIG ARE THE PORTIONS???
- What percentage of city firms provide free meals to employees working late already?
- Does this have mass appeal or is it too niche to survive - expansion at the moment would rely on geography, party platters etc. but at the moment it's too early to tell.
