Cook it
Cook it is a Montreal-based direct-to-consumer meal kit delivery service serving Canadian consumers, founded in 2014 and acquired by Fresh Prep (Canada's #1 meal delivery service) in 2024.
- Company typePrivate
- Founded2014
- HeadquartersMontréal, Canada
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Cook it does
Cook it is a Montreal-based meal kit delivery service founded in 2014, operating a direct-to-consumer model that ships pre-portioned meal kits to Canadian households. Its core product is meal kit preparation, addressing consumer pain points around meal planning, grocery shopping, and cooking time constraints. The company employed 501-1,000 staff prior to its 2024 acquisition.
The company pursued an active roll-up strategy, completing at least four acquisitions, most notably acquiring a 70% stake in Menu Extra, a Quebec-based gourmet ready-to-eat service, in January 2023. This move expanded Cook it's product surface into the fine dining / ready-to-eat segment while extending Menu Extra's production capacity and geographic reach. An earlier acquisition of MissFresh in December 2019 extended its Quebec footprint. Through the Menu Extra integration, Cook it operated a portfolio spanning meal kits and gourmet ready-to-eat, distributed via direct-to-consumer delivery.
In 2024, Cook it was acquired by Fresh Prep, branded as Canada's #1 meal delivery service, with the deal explicitly enabling Fresh Prep to expand operations into Ontario. Cook it now operates as a subsidiary brand under Fresh Prep's strategic ownership. Pricing is not publicly disclosed, no proprietary technology platform beyond the meal kit and food preparation service is referenced, and no AI/ML capabilities, patents, or certifications are documented in the available sources.
Cook it firmographics
Firmographics- Name
- Cook it
- Legal name
- Cook it
- Website
- https://chefcookit.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- Cook it is a Montreal-based direct-to-consumer meal kit delivery service serving Canadian consumers, founded in 2014 and acquired by Fresh Prep (Canada's #1 meal delivery service) in 2024.
- Ownership category
- akta.pro rank
Cook it industry classification
Industry- Product category
- Meal Kit Delivery Services
- NAICS
- Perishable Prepared Food Manufacturing (311991)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK)
Keywords
Where Cook it is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Cook it business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Distribution channels1 record
Cook it product offering
Product offeringCore offering
Cook it is a Montreal-based meal kit delivery service that sells pre-portioned ingredients and recipes directly to Canadian consumers for home cooking. Through its Menu Extra brand, the company also offers gourmet ready-to-eat meals targeting the fine dining segment. The company delivers meal kits on a recurring subscription basis to homes across Quebec and Ontario.
Product overview
Cook it is a meal kit delivery service based in Montreal, Quebec. The company operates as a single-product meal kit offering and has expanded through acquisitions. Its portfolio includes Menu Extra (a gourmet ready-to-eat service acquired in January 2023), which enabled Cook it to diversify into the fine dining market segment. Cook it was subsequently acquired by Fresh Prep in 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- Cook it Meal Kit Delivery A subscription-based meal kit delivery service that provides Canadian households with pre-portioned ingredients and recipes for home cooking, delivered directly to consumers across Quebec and Ontario.
- Menu Extra A Quebec-based gourmet ready-to-eat meal service offering fine dining meal options to consumers, acquired by Cook it to expand production capacity and geographic reach into the fine dining market.
Companies that use Cook it
Customer profileSegments1 record
Ideal customer profiles1 record
Cook it technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cook it partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Menu ExtracoreCook it acquired a 70% stake in Menu Extra, a Quebec-based gourmet ready-to-eat service. This was Cook it's fourth acquisition. The strategic move aimed to expand Menu Extra's production capacity and geographic reach while enabling Cook it to diversify further into the fine dining market.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Cook it competitors and assessment
Company assessmentEmerging players
- MissFresh: MissFresh is a Canadian meal kit and ready-to-meal delivery brand that was previously acquired by Cook it in 2019, making it a directly comparable peer in product and target market.
- Daily Harvest: Daily Harvest is a D2C prepared food subscription service offering ready-to-eat meals; comparable to Cook it's premium Menu Extra ready-to-eat and meal kit offerings in channel and consumer use case.
- Purple Carrot: Purple Carrot offers plant-based meal kits and prepared meals via subscription, comparable in product category and D2C distribution model with partial overlap to Cook it's gourmet meal positioning.
Direct peers
- Factor: Factor is a prepared ready-to-eat meal delivery service specializing in premium chef-prepared entrees, closely comparable to Cook it's Menu Extra gourmet ready-to-eat line in product format and positioning.
- Fresh Prep: Fresh Prep is a direct peer and the parent acquirer of Cook it, operating a Canadian D2C meal kit delivery subscription service with overlapping product offerings, customer base, and delivery logistics in the same market.
- Goodfood (Marché Goodfood): Goodfood is a leading Canadian D2C meal kit and ready-to-eat delivery company and one of Cook it's closest domestic competitors, sharing a similar subscription model, product mix, and target customer.
- Chef's Plate: Chef's Plate is a Canadian meal kit delivery service now owned by HelloFresh, offering weekly recipe and ingredient subscriptions directly competitive with Cook it's core offering in the same Canadian market.
Broad incumbents
- Blue Apron: Blue Apron is a long-standing US meal kit subscription service and a global benchmark incumbent; highly comparable business model, product format, and customer experience to Cook it.
- HelloFresh: HelloFresh is the global leader in meal kit delivery and operates across Canada, directly competing with Cook it's ready-to-cook meal kits for the same consumer base with similar subscription-based D2C offerings.
Others
- Chefs Plate (HelloFresh Group): HelloFresh Group is the parent corporate entity of Chef's Plate and other global meal kit brands; included as a strategic comparable for understanding the broader competitive set Cook it competes within.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Cook it social profiles
Digital presenceCook it financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cook it leadership team
Management profileNumber of profiles
Profiles5 records
Cook it subsidiaries and ownership
Company hierarchySubsidiaries1 record
Cook it funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cook it M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cook it
What does Cook it do?
Cook it is a Montreal-based meal kit delivery service that sells pre-portioned ingredients and recipes directly to Canadian consumers for home cooking. Through its Menu Extra brand, the company also offers gourmet ready-to-eat meals targeting the fine dining segment. The company delivers meal kits on a recurring subscription basis to homes across Quebec and Ontario.
Is Cook it a public or private company?
Cook it is a private company. It is classified as corporate owned and is currently acquired.
When was Cook it founded?
Cook it was founded in 2014. It employs 501 to 1,000 people.
Where is Cook it based?
Cook it is headquartered in Montréal, Canada, in the North America region.
Who are Cook it's main competitors?
Emerging players on record are MissFresh, Daily Harvest and Purple Carrot. Direct peers are Factor, Fresh Prep, Goodfood (Marché Goodfood) and Chef's Plate. Broad incumbents are Blue Apron and HelloFresh. Chefs Plate (HelloFresh Group) is listed as an others.
Does Cook it have an API?
No public API is recorded for Cook it.
What industry is Cook it in?
Cook it's product category is Meal Kit Delivery Services. Its primary akta.pro industry code is CRAHAJAK, Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals. Its NAICS code is 311991 and its SIC code is 2090.