AllPlants

What AllPlants does

AllPlants is a UK-based direct-to-consumer frozen plant-based meal delivery brand operating exclusively through its own e-commerce storefront at allplants.com. The company sells a curated menu of 10+ ready-to-heat frozen meals, each priced between £4.50 and £6.00, with customers selecting 4-8 meals per order via a "Build a Box" customization system. Meals are developed using recipes informed by the catalog of Ella Mills, founder of Deliciously Ella, and are marketed as 100% natural, plant-based, and ready in approximately 6-7 minutes. The company also offers a proprietary "Plant Points" nutritional scoring system (averaging 11-13 points per meal) designed to help customers track progress toward a 30-plants-per-week dietary diversity goal.

The underlying technology stack is a standard Shopify-hosted e-commerce platform integrated with a weekly Monday delivery cadence operated in partnership with DPD as the exclusive last-mile courier. Cold-chain integrity is maintained via specially designed cardboard packaging and dry ice, with live tracking and safe-place drop-off options for UK mainland customers. Deliveries are restricted to UK mainland addresses, with explicit exclusions for Northern Ireland, the Highlands, UK islands, and a defined list of postcodes. The company does not offer a subscription model—orders are one-time transactions with a Saturday 7pm weekly cutoff, and there is a minimum 4-meal order requirement.

The business model is single-stream DTC meal sales with no B2B, wholesale, retail, or marketplace channels disclosed. The company is owned by M&E Mills Chilled Manufacturing Ltd, an England-incorporated private limited company, and has raised approximately $84.4M across six funding rounds from 2017 to 2023, with investors including Molten Ventures, Felix Capital, Octopus Ventures, The Craftory, TriplePoint Capital, and Seedrs. Marketing is concentrated on email capture (10% first-order discount), organic Instagram, recipe content, and SEO. Customer base consists of UK health-conscious consumers seeking convenient plant-based meals, with no named enterprise customers or B2B segments identified.

Name

AllPlants

Legal name

M&E Mills Chilled Manufacturing Ltd

Website

https://allplants.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

AllPlants is a UK-based DTC frozen plant-based meal delivery brand selling 10+ ready-to-heat meals (£4.50-£6.00 each) directly to health-conscious UK consumers via its own e-commerce site, with weekly DPD delivery to UK mainland and a proprietary Plant Points nutritional scoring system.

Ownership category

akta.pro rank

Product category

Frozen Plant-Based Ready Meals

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Chilled/ready-to-heat prepared meals manufacturing (AFAKAHAB)

akta.pro secondary industries

Frozen Ethnic & International Meals (CRADADAE), Online Cold-Chain & Frozen Food Delivery (AFAIAMAL), Frozen Prepared Foods & Meals Manufacturing (AFAKACAH)

Keywords

• Frozen plant-based meals
• Ready meal delivery
• Vegan frozen food
• Healthy convenience meals
• Direct-to-consumer food

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Meal Sales: AllPlants generates revenue through direct e-commerce sales of frozen plant-based ready meals. Customers purchase individual meals at per-unit pricing (£4.50-£6.00 per meal) with free delivery included. The model is one-time transaction-based with no mandatory subscription, allowing repeat purchases without commitment. Each order must contain a minimum of 4 meals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

AllPlants manufactures and direct-delivers a curated range of 100% natural, frozen, plant-based ready meals to UK mainland consumers via its e-commerce website. Customers build a box of 4-8 meals that ship frozen (with dry ice) every Monday via DPD, designed to heat and serve in approximately 6 minutes, with each meal scored via the proprietary Plant Points system toward a 30-plants-per-week goal.

Product overview

AllPlants is a direct-to-consumer meal delivery service offering a curated selection of frozen plant-based meals. The core offering is the Build a Box system where customers choose 4-8 meals from a rotating menu. Meals are developed by food experts, contain real ingredients with no artificial additives, and are designed to be ready in approximately 6 minutes. The company also provides a proprietary Plant Points system (averaging 11 points per meal) to help customers reach a goal of 30 different plant foods per week. All products are delivered frozen via DPD courier to UK mainland addresses. The company is a brand owned by M&E Mills Chilled Manufacturing Ltd.

Differentiator

Problem solved

Functional benefit

Products and services

• Build a Box A meal customization and ordering system on allplants.com allowing customers to select 4-8 frozen plant-based meals per order for home delivery to UK mainland addresses, with Saturday 7pm cutoff for Monday delivery and free delivery included.
• Frozen Plant-Based Meals A range of ready-to-heat frozen meals that are 100% plant-based, crafted by food experts, contain real ingredients with no artificial additives, and are designed to be on the table in approximately 6 minutes. Individual meals priced at £4.50-£6.00 with a minimum 4-meal order.
• Plant Points System A proprietary nutritional scoring framework where each meal earns Plant Points (averaging 11 points per meal) toward a goal of 30 plants per week, supporting gut health and microbiome diversity by tracking whole foods, herbs, spices, and different forms of the same plant.

Quantifiable outcome

• Each meal contains 7-13 Plant Points on average, helping customers reach 30 plants per week goal
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• DPDcoreOthersDPD is the exclusive courier partner for AllPlants' weekly Monday deliveries to UK mainland customers. Customers receive live tracking updates directly from DPD. The partnership enables the company's frozen meal delivery model with safe-place drop-off capability.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• COOK: COOK is a UK frozen ready-meal brand with a broad range of prepared dishes sold direct-to-consumer, through retail, and via farm shops. It is the closest direct UK peer in frozen prepared meals, with overlapping customer segments (time-poor UK households) and a similar frozen-format product, though COOK is not exclusively plant-based.
• Mindful Chef: Mindful Chef is a UK DTC meal delivery company offering recipe boxes and prepared meals with a health-conscious, plant-friendly positioning. Comparable to AllPlants in target customer (UK health-conscious consumers), direct-to-consumer model, and emphasis on natural ingredients, though Mindful Chef historically focused more on recipe kits than frozen ready meals.
• Daily Harvest: Daily Harvest is a US-based DTC brand specializing in frozen plant-based meals, smoothies, and bowls delivered directly to consumers. Highly comparable on the frozen plant-based DTC core, product format (frozen ready-to-heat meals), and target demographic, though Daily Harvest operates at larger US scale and with a broader menu.
• Splendid Spoon: Splendid Spoon is a US DTC plant-based meal delivery brand offering frozen prepared meals, soups, and grain bowls. Closely comparable in plant-based frozen DTC positioning, ingredient philosophy, and target customer (wellness-oriented consumers), with similar challenges around geographic concentration and subscription vs. one-off dynamics.
• Mosaic Foods: Mosaic Foods is a US DTC frozen plant-based meal brand offering chef-crafted, nutritionist-designed ready meals. Directly comparable on frozen plant-based DTC, chef-credibility marketing, and individual-meal pricing model, though Mosaic operates in the US market and uses a frozen subscription default.

Broad incumbents

• HelloFresh: HelloFresh is the largest global DTC meal kit company, with significant UK operations under the HelloFresh and Green Chef brands. While primarily a recipe-kit (rather than frozen ready-meal) operator, it competes for the same UK household dinner occasions and dwarfs AllPlants in scale, marketing budget, and subscription infrastructure.
• Gousto: Gousto is a leading UK DTC recipe box company offering weekly meal kit delivery to UK households. Comparable target customer and DTC meal-occasion focus, but operates a recipe-kit model rather than frozen prepared meals and has substantially larger scale and brand recognition in the UK.

Emerging players

• Huel: Huel is a UK-based DTC nutrition brand offering plant-based meal replacement powders and ready-to-drink products. While not a frozen ready-meal competitor, Huel competes for the same plant-based, time-poor UK consumer occasions and represents an alternative format for the same underlying nutritional convenience need.
• BOL Foods: BOL Foods is a UK plant-based food brand best known for its plant-based soups and ambient ready meals. Comparable on plant-based positioning and UK retail presence, though BOL primarily operates in ambient formats rather than frozen, putting it in adjacent rather than directly competing category territory.

Regional players

• Riverford Organic Farmers: Riverford is a UK organic farm-to-doorstep delivery company offering vegetable boxes, recipe kits, and prepared meals to UK households. Overlaps with AllPlants on UK DTC delivery of meal solutions to values-driven consumers, though Riverford's primary offer is fresh produce and recipe boxes rather than frozen plant-based ready meals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/allplants
• Xx.com/allplants

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds6 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AllPlants