Elementaree
Elementaree is a Russian direct-to-consumer meal kit subscription service delivering pre-cut ingredients with step-by-step recipes for 15-minute home cooking across 10+ Russian cities. Founded in 2013, the company serves urban families and professionals via owned e-commerce, iOS/Android mobile apps, and messenger channels.
- Company typePrivate
- Founded2013
- HeadquartersMoscow, Russia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Elementaree does
Elementaree is a Russia-based direct-to-consumer meal kit subscription service founded in 2013 by CEO Olga Zinovyeva (Harvard MBA). The company delivers pre-cut, pre-prepared ingredients with step-by-step recipes enabling 15-minute home cooking, serving urban families and professionals across 10+ Russian cities including Moscow, St. Petersburg, Kazan, and Voronezh. Operating through the legal entity ООО "ОЛИМП" (LLC "OLIMP"), Elementaree employs 51-100 people, with women representing 62% of headcount and 67% of top management.
The product architecture centers on three primary weekly meal sets — Budget (Выгодный) at 3,420₽ for 5 dishes/2 servings, Top 5 (Топ 5) at 3,969₽ featuring highest-rated recipes, and Green premium at 4,995₽ for light premium ingredients — supplemented by à la carte dishes priced 150-640₽ per serving, chef-developed sauces, a Children's Menu (ages 4+), and occasion-based collections (Dacha, Guests, Baking Together, 15-Minute Meals). Technical differentiators include sous-vide vegetable preparation, HACCP quality control systems, and a "Zero Waste Food" methodology delivering <1% food waste at both production and customer sites, with 70% recyclable packaging and a 90g non-recyclable footprint per delivery. Infrastructure runs on Yandex.Cloud (data residency in Russia) with CloudPayments handling payment processing and Yandex.Metrica for web/app analytics.
The business operates a subscription-first DTC model with weekly recurring deliveries, monetized through set pricing (3,420-4,995₽), à la carte sales, and a 10% subscription discount. Customer acquisition leverages a 15% mobile-app first-order incentive and a "Bring a Friend" (Приведи друга) referral program offering 1,000₽ to both parties. Distribution is fully owned across website (elementaree.ru), iOS/Android apps, toll-free phone ordering (8-800-550-46-12), and VK/Telegram/Max messenger channels. Cumulative disclosed funding through 2021 is approximately $12.5M from Skolkovo Ventures, the Bortnik Foundation, and other investors. The company has held Skolkovo innovation center resident status since founding and received media coverage in Forbes, RBC, Afisha, TEDx, The Village, and Republic.
Elementaree firmographics
Firmographics- Name
- Elementaree
- Legal name
- Общество с ограниченной ответственностью «ОЛИМП»
- Website
- https://elementaree.ru
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Elementaree is a Russian direct-to-consumer meal kit subscription service delivering pre-cut ingredients with step-by-step recipes for 15-minute home cooking across 10+ Russian cities. Founded in 2013, the company serves urban families and professionals via owned e-commerce, iOS/Android mobile apps, and messenger channels.
- Ownership category
- akta.pro rank
Elementaree industry classification
Industry- Product category
- Meal Kit Delivery
- NAICS
- Food Manufacturing (311), Special Food Services (7223)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Meal Kits & Recipe Box Delivery (CRAFAFAD)
- akta.pro secondary industries
- Meal Kits & Recipe Box Subscriptions (AFAIANAA), Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)
Keywords
Where Elementaree is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
Elementaree business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Meal kit subscription: Weekly recurring delivery of pre-prepared ingredient sets with step-by-step recipes. Customers choose from 100+ weekly menu options. Subscription provides 10% perpetual discount.
- Individual meal kit orders: One-time purchases of meal kits without subscription commitment. Delivery to Moscow, St. Petersburg, and other cities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Weekly | Выгодный (Budget) set - 5 dishes x 2 servings |
| Unit Pricing | Weekly | Топ 5 (Top 5) set - highest rated dishes |
| Unit Pricing | Weekly | Green premium set - light premium ingredients |
| Unit Pricing | Pay-as-you-go | Individual dish pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Elementaree product offering
Product offeringCore offering
Elementaree delivers pre-cut, pre-prepared meal kits with step-by-step recipes directly to consumers' homes in Russian cities. Customers select from 100+ new dishes weekly across categories such as main dishes, soups, salads, breakfasts, snacks, and desserts. The service operates on a subscription model with weekly recurring deliveries, but also supports one-time orders, enabling home cooking in approximately 15 minutes without requiring special equipment or extensive culinary skills.
Product overview
Elementaree is a meal kit delivery service that operates as a single unified product platform with multiple sub-product offerings. The core product delivers pre-cut, pre-prepared ingredients with step-by-step recipes, enabling 15-minute cooking. The offering portfolio includes three primary meal sets (Выгодный/Economy, Топ 5/Top 5, and Green/Premium), specialized collections (Children's Menu, Chef Sauces, and occasion-based sets like Dacha, Guests, and Baking Together), and a companion mobile app for iOS and Android. The service operates on a subscription model with weekly deliveries across multiple Russian cities, offering over 100 new dishes weekly.
Differentiator
Problem solved
Functional benefit
Products and services
- Elementaree Meal Kit Subscription Weekly subscription delivering pre-cut, pre-prepared ingredients with step-by-step recipes, enabling customers to cook restaurant-quality dishes at home in approximately 15 minutes. Subscription provides a 10% perpetual discount.
- Выгодный (Economy) Meal Set Budget-friendly 5-dish × 2-serving meal set priced at 3,420₽ (342₽ per serving), targeting value-conscious customers seeking convenient weekly meals.
- Топ 5 (Top 5) Meal Set Premium meal set featuring the top 5 highest-rated dishes with an average rating of 5.0, priced at 3,969₽ for 5 dishes × 2 servings.
- Green Premium Meal Set Light premium meal set featuring healthy, light premium ingredients, priced at 4,995₽ for 5 dishes × 2 servings, targeting health-conscious consumers.
- Children's Menu Collection Kid-friendly meal kit collection designed for children aged 4 and up, featuring fun and easy recipes designed for cooking together with parents.
- Chef Sauces and Dressings Artisanal sauces and dressings prepared fresh without preservatives or additives, including pesto, onion jam, blue cheese, and other restaurant-quality sauces developed by brand chef Asya Bukh.
- Elementaree Mobile App iOS and Android mobile application for ordering meal kits, managing subscriptions, and accessing recipes, featuring exclusive first-order discounts of up to 33%.
Quantifiable outcome
- 15-minute cooking time per dish
- +4 more outcomes
Companies that use Elementaree
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Elementaree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Elementaree partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Skolkovo Innovation CentercoreElementaree is an official resident of the Skolkovo innovation center, providing access to innovation support, networking, and potential funding opportunities for technology development.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Elementaree competitors and assessment
Company assessmentBroad incumbents
- Yandex.Lavka: Russian quick-commerce dark-store platform delivering groceries and prepared meals in under 15 minutes. Competes for the same 'convenient urban meals' use case but with different delivery economics and assortment breadth.
- HelloFresh: Global meal-kit leader and category-defining incumbent. Highly comparable product (recipe + pre-portioned ingredients, subscription) but operates at vastly larger scale across multiple continents with significantly more capital.
- Perekrestok (X5 Group): Major Russian grocery retailer with online ordering and delivery, offering prepared meal components and meal solutions. Broad incumbent rather than specialist, but competes for weekly meal-planning share of wallet.
Direct peers
- Performance Group: Russian meal-kit and prepared-food delivery service with a similar D2C subscription model and Russian geographic focus. Most directly comparable Russian peer in category, offering ready-to-cook kits and prepared meals to urban consumers.
- Blue Apron: US-based meal-kit subscription pioneer offering pre-portioned ingredients with recipes on a weekly subscription basis. Closely comparable business model and product, though operates in a different geography.
- Gousto: UK-based meal-kit subscription company delivering pre-portioned ingredients with recipe cards. Comparable subscription D2C model with rotating weekly menus; regional player relative to Elementaree's Russian market.
- Marley Spoon: Global meal-kit subscription company operating across US, Europe, and Australia. Directly comparable weekly menu refresh, chef-inspired recipes, and pre-portioned ingredient model.
Regional players
- VkusVill: Russian D2C healthy grocery retailer with delivery and an expanding range of ready-to-eat prepared meals. Comparable Russian target consumer (urban, health-conscious) with overlap on prepared food occasion.
- Dostaevsky: Russian prepared-food delivery brand operating in Moscow and other cities with a focus on ready-to-eat meals and ingredients. Comparable Russian market presence with overlapping meal-occasion use cases.
- Utkonos: Russian online grocery retailer with delivery service across multiple cities, including prepared foods and meal components. Comparable D2C delivery model within Russia but with broader grocery assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Elementaree social profiles
Digital presenceElementaree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elementaree leadership team
Management profileNumber of profiles
Profiles4 records
Elementaree funding detail
Funding detailFunding overview
Funding rounds8 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elementaree M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Elementaree
What does Elementaree do?
Elementaree delivers pre-cut, pre-prepared meal kits with step-by-step recipes directly to consumers' homes in Russian cities. Customers select from 100+ new dishes weekly across categories such as main dishes, soups, salads, breakfasts, snacks, and desserts. The service operates on a subscription model with weekly recurring deliveries, but also supports one-time orders, enabling home cooking in approximately 15 minutes without requiring special equipment or extensive culinary skills.
Is Elementaree a public or private company?
Elementaree is a private company. It is classified as venture growth investor backed and is currently operating.
When was Elementaree founded?
Elementaree was founded in 2013. It employs 51 to 100 people.
Where is Elementaree based?
Elementaree is headquartered in Moscow, Russia, in the Europe region.
How does Elementaree make money?
Two revenue lines are on record. Meal kit subscription is the primary driver. The others are individual meal kit orders.
Who are Elementaree's main competitors?
Broad incumbents on record are Yandex.Lavka, HelloFresh and Perekrestok (X5 Group). Direct peers are Performance Group, Blue Apron, Gousto and Marley Spoon. Regional players are VkusVill, Dostaevsky and Utkonos.
Does Elementaree have an API?
No public API is recorded for Elementaree.
What industry is Elementaree in?
Elementaree's product category is Meal Kit Delivery. Its primary akta.pro industry code is CRAFAFAD, Meal Kits & Recipe Box Delivery, with a secondary code of AFAIANAA, Meal Kits & Recipe Box Subscriptions. Its NAICS code is 311 and its SIC code is 2090.