Fresh Prep: Paths to Scaling and Innovation in the Meal Kit Industry
Fresh Prep was a Canadian start-up in the meal kit industry. Based in Vancouver, British Columbia, its three young founders, entrepreneurs Becky Brauer, Husein Rahemtulla, and Dhruv Sood, had tremendous success growing their business to CA$38 million a year in annual sales in just five years. To cap this success, they just closed a $16.7 million funding round with a private equity firm. The critical question they faced was, What should they do with this money? How do they scale and continue to grow? They were considering several vertical and horizontal growth options, including acquisition, each with its own unique challenges.
Collection: Ivey Business School (Canada)
Ref: IVEY-W45781-E
Format: PDF
Number of pages: 13
Publication Date: Jul 23, 2025
Language: English
Description
Fresh Prep was a Canadian start-up in the meal kit industry. Based in Vancouver, British Columbia, its three young founders, entrepreneurs Becky Brauer, Husein Rahemtulla, and Dhruv Sood, had tremendous success growing their business to CA$38 million a year in annual sales in just five years. To cap this success, they just closed a $16.7 million funding round with a private equity firm. The critical question they faced was, What should they do with this money? How do they scale and continue to grow? They were considering several vertical and horizontal growth options, including acquisition, each with its own unique challenges.
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Industry Setting: Accommodation & Food Services
Learning Objective
This case can be used in entrepreneurship, strategy, and innovation courses at the undergraduate and graduate levels. By working through the case and assignment questions, students will have the opportunity to do the following:Analyze the meal kit industry and its unique challengesCreate customer personasConsider the trade-offs of large vs. small market expansionsMake strategic decisions with regard to the long-term trajectory for an entrepreneurial firm
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