How Fresh Fitness Food Carved Out A Niche With Personalised Meal Delivery

Started in 2012 by lawyer turned entrepreneur, Jared Williams, Fresh Fitness Food is the first company in the UK to extend the personalised meal delivery model to the fitness industry.

Offering a powerful solution to a very modern and widespread problem; a lack of time, knowledge or motivation to eat what is needed in order to “live life to its fullest”, the premium service currently delivers more than 1500 meals per day to customers in Greater London.

Positioning itself as part of the fabric of the fitness community, Fresh Fitness Food has carved out a niche in a crowded market by adopting a scientific approach to create highly personalised plans, giving customers the precision, structure and consistency they need to achieve specific health and fitness goals.

With a focus on continual improvement and profitable growth in the London market, through building brand awareness eventually, Williams plans to scale the business globally.

Implementing and managing a coordinated business strategy in order to achieve this, here the entrepreneur explains how Fresh Fitness Food engages with ambassadors to leverage its brand, manages its offline presence through focused PR, events and partnerships, and grows its online visibility through social media.

Implementing an effective social media strategy

Maintaining an active social media profile is key to keeping your audience engaged.

Central to a dynamic and successful social media profile for Fresh Fitness Food is our ability to respond to clients’ requests and comments within hours or often minutes. Our young affluent client base often chooses social platforms as their preferred method of contact and we must be ahead or at least at the same pace as them.

In terms of content, it’s important to provide a variety of text, video or imagery content throughout the week, mixing it up and keeping it fresh and unique. We’re always listening and seek to provide our followers with an engaging and evolving profile.

Align with like-minded brand ambassadors

Fresh Fitness Food is lucky enough to be inundated with sponsorship requests from high profile athletes and sporting professionals.

Although we consider alignment with sports profiles to be essential, the character of each individual is paramount. Our ambassadors need to be as passionate about health, fitness and food as we are, and live and breathe the brand.

At Fresh Fitness Food we have an incredible team of athletes who support us by sharing their Fresh Fitness Food experiences, and by promoting us across their social channels.

Foster brand partnerships

Fresh Fitness Food has partnerships with a variety of gyms across London, many of which have a high profile of their own.

For the partnership to work, the customer profile and demographics of Fresh Fitness Food and that of the gym must be similar. It’s then up to our sales and nutrition teams to train staff correctly, as well as our marketing teams to provide the materials and communication needed to get the word out to their members.

Often gym members will start off purchasing Fresh Fitness Food grab-and-go meals from the fridge inside their gym and once they get a taste for us, they develop an interest in our full service provision. This is the best of both worlds for us and our service offering, and it complements the work that the gym instructors and PTs do with their clients.

When a company has more than one product or service offering, it allows more scope to successfully align with niche brands and services such as ours. A unique relationship may develop over one specific product or service that a company offers, for example, Fresh Fitness Food has various meal package offerings and has just launched a ‘wellness package’ which would more specifically target Pilates and yoga studios, as well as our health and fitness focused clients.

Plan events and consumer-facing activities

Collaborating with brands that share the same values and focus is an excellent way to boost brand awareness.

A correctly positioned event offers the opportunity to share a service or product offering and access a large, likeminded group of individuals in one place. In our digitally obsessed era, event content is often shared online with a much wider audience which provides a further expanded reach.  

Fresh Fitness Food provides nutrition for events that we either partner with or are consistent with our ethos. Supporting partnerships is an easy choice where budget allows for it, for example, we’ve recently provided our products at health-associated parties, fitness-related product launches and charity events.

As a relatively young brand, we also provide food for carefully chosen sampling events – people need to get a taste and feel for the food to believe and buy into it.

Stay consistent in your strategy

Fresh Fitness Food provides a premium service which runs through everything we do, from our suppliers, Michelin-trained menu consultants, qualified chefs and individual nutritional precision through to our qualified, friendly customer service team and second to none delivery service.

We strive for excellence every single day throughout every part of our service proposition and this is why our customers choose us.

* Tips provided by Fresh Fitness Food Founder Jared Williams and Marketing Manager Zoe Taylor.