Performance Food

What Performance Food does

Performance Food (Перформанс Фуд), legally ООО «Здоровая Еда», is a Moscow-based direct-to-consumer healthy meal delivery service founded in 2013. The company produces sous-vide-prepared daily meal rations from its own Moscow production facility and delivers them via an in-house courier fleet within Moscow and up to 50 km from MKAD. It offers three product lines — Life (Повседневное, ~19 sub-programs spanning weight loss, sports, Mediterranean, keto, protein, fasting, and detox menus), Health (Здоровое, 4 therapeutic programs for FODMAP-sensitive digestion, Type 2 diabetes, and general recovery), and Personal (Персональное, fully customized menus with in-house dietitian accompaniment). The recipe base comprises 4,500+ unique technical cards on a 28-day non-repeating cycle, with 15-30 new dishes added monthly, and program calorie tiers span 800-2,600 kcal/day. Pricing ranges from approximately 2,000 to 3,700 ₽/day, with 30-day subscriptions offering the lowest per-day rates, installment payment on 14- and 20-day orders, a loyalty program (3% cashback, 2,500-point referral bonus), and gift certificates as revenue streams.

Performance Food's go-to-market is entirely first-party: customers order through the p-food.ru website, branded mobile applications on iOS, Android, and Huawei AppGallery, or a toll-free phone line (8-800-775-82-33). The company does not use third-party delivery aggregators or resellers. Customer segments include weight loss seekers, athletes/fitness enthusiasts, individuals with medical dietary needs, Orthodox Christians observing fasting periods, and a premium Personal-line tier. The company employs 251-500 staff, including in-house dietitians Tatyana Meshcheryakova and Marina Bakuleva. The only disclosed capital event is a $1M round from VK (ex-Mail.Ru Group) in July 2019, and the only disclosed M&A is the November 2019 acquisition of Easymeal. Founder Artur Zeleny leads the company. No proprietary technology stack, AI/ML capabilities, APIs, patents, or external institutional investors beyond the 2019 VK round are disclosed.

The business is structurally founder-led, privately held, and concentrated in a single Russian metropolitan market. Its defensible assets are its 4,500+ recipe library, in-house production and delivery infrastructure, and dietitian-led Personal tier. The principal strategic gaps are the absence of any post-2019 capital event, no geographic expansion beyond the Moscow region, and no disclosed AI, data, or platform capabilities that would scale personalization or operations beyond human capacity.

Name

Performance Food

Legal name

ООО «Здоровая Еда»

Website

https://p-food.ru

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Performance Food is a Moscow-based direct-to-consumer healthy meal delivery service that produces and delivers sous-vide-prepared daily diet programs across 16+ lines (weight loss, sports, therapeutic, personalized) to health-conscious adults within Moscow and up to 50 km from MKAD.

Ownership category

akta.pro rank

Product category

Healthy Meal Delivery

NAICS

Perishable Prepared Food Manufacturing (311991), Special Food Services (7223)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Prepared Meal Delivery (Fresh, Ready-to-Heat) (CRAHAJAC)

akta.pro secondary industries

Chilled/ready-to-heat prepared meals manufacturing (AFAKAHAB), Refrigerated Prepared Meals (Chilled Ready Meals) (CRADADAM), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

Keywords

• Healthy meal delivery
• Ready-to-eat meals
• Diet meal plans
• Nutrition programs
• Meal subscription

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Subscription Meal Plans: Customers purchase pre-set diet programs (daily rations) delivered daily. Orders can be placed for 1, 5, 7, 14, 20, or 30 days. Subscription can be paused (up to 6 months total) and resumed. Installment payment available for 14- and 20-day orders.
2. A la carte / Individual Meal Orders: Single-day and short-term orders available for all programs, including Detox (smoothie/juice programs).
3. Gift Certificates: Customers can purchase gift certificates in chosen denominations, delivered by email.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Performance Food (Перформанс Фуд) produces and delivers ready-to-eat healthy meals directly to consumers in Moscow, operating three program lines — Life (daily balanced nutrition), Health (specialized medical and dietary programs), and Personal (bespoke custom menus) — from its own production facility using sous-vide cooking and supported by an in-house courier fleet that delivers within a 48-hour freshness window.

Product overview

Performance Food operates as a premium meal delivery service in Moscow offering three main product lines: Life Line (Повседневное) with 19 programs for everyday nutrition and weight management including Weight Reduction, Sports Nutrition, Mediterranean, Fasting/Lenten, Detox, Keto, and Protein diets; Health Line (Здоровое) with 4 programs for medical nutrition including Low-FODMAP, Diabetes, and General Recovery meal plans; and Personal Line (Персональное) offering fully customized menus with dietitian supervision. The company provides daily delivery of ready-to-eat restaurant-quality meals in 700-2600 kcal range, prepared using sous-vide cooking methods with over 4500 unique recipes refreshed monthly. Additional services include free dietitian consultations, a mobile application for ordering, and a loyalty program with cashback and referral bonuses. The service operates from own production facilities in Moscow with in-house delivery couriers.

Differentiator

Problem solved

Functional benefit

Brands

• Life: Everyday nutrition line for sports and daily life with programs for weight loss, keto, protein, Mediterranean, detox, and fasting diets
• Health
• Personal
• ДЕТОКС (Detox)

Products and services

• Life Line (Ежедневное) Core ready-to-eat balanced meal subscription line featuring 28-day non-repeating menus drawn from a 4,500+ recipe library, targeted at general health-conscious consumers in Moscow.
• Health Line (Здоровье) Specialized meal program line covering keto, Mediterranean, low-FODMAP, diabetic, sports, protein, recovery, detox, weight reduction, and Orthodox fasting diets, supported by staff dietitian consultations.
• Personal Line (Персональное) Bespoke daily meal program where nutritionists individually tailor each day's set to the customer's allergies, dislikes, and caloric targets.
• Performance Food Mobile App Cross-platform mobile application (iOS, Android, AppGallery) through which Moscow customers place orders, manage their meal program subscription, and access loyalty benefits.
• Loyalty Program (Бонусный клуб) Reorder and retention program offering a 6% discount on subsequent orders to returning customers as part of the Бонусный клуб benefit scheme.
• Gift Certificates Prepaid certificates usable as gifts, allowing the recipient to redeem any program within Performance Food's lineup.

Quantifiable outcome

• Up to 10 kg weight loss per month on intensive programs (800 kcal, keto)
• +7 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• Vostok-Zapad (Восток-Запад)minorOthersFood ingredient and produce supplier. Part of the verified supplier network supplying Performance Food's Moscow production facility.
• Ice Market (Айс-Маркет)minorOthersSeafood and ice product supplier for Performance Food's meal programs.
• Fresh FoodminorOthersFresh produce supplier delivering ingredients to Performance Food's Moscow production facility.
• Seafood LineminorOthersSeafood supplier for premium meal programs featuring salmon, shrimp, and other marine products.
• IntegritaminorOthersItalian food products supplier, providing authentic Italian ingredients for Mediterranean diet programs.
• NautilusminorOthersMarine and seafood product supplier to Performance Food.
• Dairy Business (Молочное дело)minorOthersDairy products supplier providing ingredients for protein and balanced diet meal programs.
• OOO PerepelKinY and Zhoev (ООО «ПерепелКиНы и Жоевъ»)minorOthersSpecialty supplier of quail products for Performance Food's dietary programs.
• Strelec (Стрелец)minorOthersFood products supplier in the Performance Food verified supplier network.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grow Food: One of the largest subscription-based ready-meal delivery services in Russia, operating multiple diet lines (weight loss, balanced, sport, vegan) with daily courier delivery in Moscow and other cities. Directly competes with Performance Food on D2C subscription meals and calorie-tiered programs.
• Level Kitchen: Russian premium healthy meal delivery service offering chef-designed daily rations with calorie-tiered programs (weight loss, balanced, sport, vegetarian) and own courier delivery. Closely comparable to Performance Food on target customer, pricing tier, and product structure.
• MyFood (МойФуд): Russian ready-meal subscription service with weight loss, balanced, sport, and detox programs delivered daily in Moscow and St. Petersburg. Operates own kitchen and courier fleet; competes head-to-head with Performance Food on the same Moscow subscription audience.
• BeFit (Ешь и Худей / BeFit): Russian subscription meal delivery brand focused on healthy calorie-controlled daily rations, with Moscow delivery and dietitian support. Comparable on product (calorie-tiered meals), customer (weight-management adults), and distribution (own couriers).
• Just Food (Джаст Фуд): Moscow-based ready-meal subscription service offering diet, balanced, sport, and vegetarian programs with daily delivery. Comparable on customer base, subscription mechanics, and Moscow-only operations.

Broad incumbents

• Freshly (by Nestlé): U.S.-based ready-to-eat meal delivery service acquired by Nestlé, offering chef-prepared refrigerated meals with weekly subscription delivery. Comparable on product (fresh RTE meals, calorie tiering, dietitian-style positioning) and subscription model, though at vastly greater scale and geographic reach.
• Factor (formerly Factor 75): U.S. subscription-based prepared meal delivery service offering calorie- and protein-controlled chef-made meals including keto, calorie-conscious, vegan, and paleo options. Closely comparable on meal format, dietary segmentation, and subscription D2C mechanics.

Emerging players

• CookUnity: Subscription-based chef-prepared meal delivery service featuring rotating menus from professional chefs with dietary filters (vegan, keto, low-carb, high-protein). Comparable on chef-quality positioning, subscription model, and personalized menu logic similar to Performance Food's Personal line.
• Daily Harvest: U.S. subscription-based food delivery service offering ready-to-blend smoothies, soups, bowls, and snacks with strong focus on nutrition and clean ingredients. Comparable on subscription meal/smoothie model and Performance Food's Detox smoothie program offering.

Regional players

• General Food (General Food Group): Russian meal-kit and ready-meal delivery operator with subscription offerings across multiple Russian cities. Comparable on D2C subscription meal delivery in Russia, though broader geographic footprint and different product mix (kits plus ready meals).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FoodPerformance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Performance Food