What FieldGoods does

FieldGoods is a UK-based direct-to-consumer frozen meal company founded in 2021 by brothers Sam and Elliot Day, headquartered in London and operating exclusively through its own e-commerce storefront at fieldgoods.co.uk. The company produces a portfolio of hand-cooked, instantly-frozen prepared meals across 15 main-dish SKUs (beef, chicken, lamb, fish, and vegetarian options such as Aubergine Parmigiana and Thai Red Vegetable Curry), complemented by sides, desserts, gifting bundles, gift cards, and a curated store-cupboard range. Its underlying technology stack is standard commerce infrastructure (Shopify storefront, Recharge subscriptions, Judge.me reviews, DPD next-day delivery), with proprietary differentiation concentrated in sustainable packaging (wood-pulp trays with PLA liners, plant-based inks, carbon-balanced through Carbon Lands Trust) and a "frozen fresh" hand-cook-and-instant-freeze production method.

The business model is direct-to-consumer e-commerce with three revenue streams: one-time meal purchases at £7.25–£13.25 per portion, a Subscribe & Save subscription offering 10% lifetime discount on monthly recurring orders, and curated gifting bundles plus digital gift vouchers (£20–£300). Customer segments split between health-conscious UK consumers seeking convenient weeknight dinners and gift buyers purchasing bundles for occasions such as new parenthood. Distribution is restricted to mainland Britain via next-day frozen DPD delivery. The company has accumulated 25 Great Taste Awards from the Guild of Fine Food and holds B-Corp certification, both of which anchor its premium sustainability positioning. In August 2024, FieldGoods closed a six-figure funding round (approximately $964,914) earmarked for distribution channel expansion, and it operates with a lean team of 1–10 employees.

Name

FieldGoods

Legal name

FieldGoods Limited

Website

https://fieldgoods.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

FieldGoods is a UK direct-to-consumer frozen meal brand founded in 2021, selling hand-cooked, sustainably sourced prepared meals, sides, desserts, and gifting bundles to British consumers through its own e-commerce site with next-day frozen delivery.

Ownership category

akta.pro rank

Product category

Premium Frozen Ready Meals

NAICS

All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Sausages & Other Prepared Meat Products (2013), Prepared Fresh Or Frozen Fish & Seafoods (2092), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK)

akta.pro secondary industries

Frozen Prepared Meat & Seafood Meals (AFANAFAC), Frozen Plant-Based & Vegetarian Meals (CRADADAF), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Sustainable frozen meals
• Direct-to-consumer food
• Premium ready meals
• British free-range meat
• Subscription meal delivery

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, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchases of individual frozen meals, sides, and desserts at varying price points. Customers can order as one-off purchases or through subscription.
2. Subscription Model: Subscribe & Save program offering 10% discount on recurring orders. Subscribers can modify, skip, pause or cancel deliveries at any time.
3. Gifting Bundles: Pre-curated meal bundles (Home Away from Home £75, New Parent Bundle, Ultimate Care Bundle) and gift cards (£20-£300) sold as gifts for special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

FieldGoods is a UK-based direct-to-consumer brand that produces and sells premium hand-cooked, flash-frozen sustainable meals — including prepared mains (e.g., Beef Bourguignon, Sustainable Fish Pie, Thai Green Chicken Curry), sides (Dauphinoise Potatoes, Mac & Cheese, spelt pasta, basmati rice), and desserts (Sticky Toffee Pudding, Melt in the Middle Chocolate Brownie) — alongside curated gifting bundles, digital gift cards, and a curated store-cupboard range. All meals are made from 100% free-range British meat with named British suppliers and are delivered next-day in 100% recyclable packaging, available either as one-off purchases or via a Subscribe & Save plan offering 10% off for life.

Product overview

FieldGoods is a UK-based sustainable frozen meal company offering a diverse portfolio of products across multiple categories. The core offering consists of 15 prepared main meals (mains) including beef, chicken, lamb, fish, and vegetarian options like Aubergine Parmigiana and Thai Red Vegetable Curry. Side dishes include Dauphinoise Potatoes, Mac & Cheese, Miso Butter Hispi Cabbage, Hasselback Potatoes, spelt pastas from Northern Pasta, and basmati rices from Nice Rice. Desserts feature Brownies, Apple Tarte Tatin, Bread & Butter Pudding, Apple & Blackberry Crumble, Sticky Toffee Pudding, and Chocolate Coated Raspberries from Hidden Fruits. The company also offers curated gifting bundles (Home Away from Home, New Parent Bundle, Ultimate Care Bundle), gift vouchers, and a store cupboard section featuring third-party artisan products including Tony's Chocolonely chocolate, The North Shop kimchi, Perello olives, Eaten Alive hot sauce, and Wildfarmed flour. All meals are frozen fresh, free-range, and sourced from British suppliers with sustainability credentials including B-Corp certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Aubergine Parmigiana Plum tomato and basil ragu layered with roasted aubergine and creamy crème fraîche, topped with crunchy lemon zest breadcrumbs — a frozen vegetarian prepared meal for UK consumers.
• Beef Lasagne Slow-cooked beef and pork ragu layered between pasta sheets with roasted squash and béchamel sauce, topped with mature cheddar — a frozen prepared meal for UK consumers.
• Beef Bourguignon Tender beef cooked in red wine sauce with smoky lardons, mushrooms, fresh herbs and caramelised onions from free-roaming, grass-fed British cattle — a frozen prepared meal for UK consumers.
• Chicken & Leek Pie Free-range chicken from Yorkshire Dales cooked with buttery sautéed leeks and creamy mushroom and tarragon sauce, topped with golden puff pastry — a frozen prepared meal for UK consumers.
• Chickpea Butter Masala Marinated and charred cauliflower and tender chickpeas in a spiced tomato and cream sauce — a frozen vegetarian prepared meal for UK consumers.
• Goan Fish Curry Fragrant coconut curry with delicate pieces of sustainable fish, inspired by South Indian cuisine — a frozen prepared meal for UK consumers.
• Italian Meatballs & Tomato Sauce Rustic pork and beef meatballs with fresh herbs, Grana Padano and nutmeg, caramelised and drenched in homemade tomato sauce — a frozen prepared meal for UK consumers.
• Lamb & Apricot Tagine Slow-cooked British lamb with apricots, plum tomatoes and spices including cinnamon, cloves and ginger — a frozen prepared meal for UK consumers.
• Pork & Fennel Ragu Slow-cooked pork and fennel ragu with juicy Italian tomatoes, red wine and a hint of chilli, finished with parmesan and jersey cream — a frozen prepared meal for UK consumers.
• Slow Cooked Beef Chilli Rich and smoky beef chilli cooked low and slow with red kidney beans, juicy tomatoes, cumin and paprika from free-roaming, grass-fed British cows — a frozen prepared meal for UK consumers.
• Spanish Chicken, Chorizo & Butter Beans Succulent free-range roast chicken in a rich tomato sauce with kalamata olives, smoky chorizo, lemon zest and fresh parsley — a frozen prepared meal for UK consumers.
• Sustainable Fish Pie Sustainably sourced Coley and Rainbow Trout in a creamy sauce with wilted spinach, lemon zest and capers, topped with crushed new potato mash — a frozen prepared meal for UK consumers.
• Tarragon Chicken Tender roast free-range chicken in a light white wine, tarragon and cream sauce with smoked lardons, chestnut mushroom and charred spring onions — a frozen prepared meal for UK consumers.
• Thai Green Chicken Curry Super fragrant Thai curry with free-range chicken, silky roasted aubergines, coconut milk and kaffir lime leaves — a frozen prepared meal for UK consumers.
• Thai Red Vegetable Curry Thai red curry with silky roasted aubergines, sugar snaps and kaffir lime in coconut milk, Thai basil and spices — a vegan and gluten-free frozen prepared meal for UK consumers.
• Dauphinoise Potatoes Finely sliced potato gratin baked in a creamy garlic, black pepper and cream sauce, topped with cheese — a frozen side dish for UK consumers.
• Peas, Leeks & Lardons Sautéed peas, sliced leeks and shredded greens with black pepper and crispy lardons — a frozen side dish for UK consumers.
• Mac & Cheese Italian pasta twirls in a silky cheese sauce with Somerset cheddar, Red Leicester, mozzarella and panko breadcrumbs — a frozen side dish for UK consumers.
• Miso Butter Hispi Cabbage Charred hispi cabbage smothered in salty miso and English butter with mild chilli and honey — a frozen side dish for UK consumers.
• Hasselback Potatoes Roasted new potatoes sliced for perfect golden, crispy tops, drizzled with olive oil, garlic, rosemary and sea salt — a frozen side dish for UK consumers.
• Rigatoni Spelt Pasta Crafted using traditional methods from regeneratively grown spelt by Northern Pasta — a frozen spelt-pasta side dish for UK consumers.
• Gigli Spelt Pasta Italian pasta made from regeneratively grown spelt using traditional methods — a frozen spelt-pasta side dish for UK consumers.
• Pure Basmati Rice Pre-cooked white basmati rice from Nice Rice, ready to warm in microwave in two minutes — a frozen rice side dish for UK consumers.
• Wholegrain Basmati Rice Pre-cooked wholegrain basmati rice, ready to warm in microwave in two minutes — a frozen rice side dish for UK consumers.
• Peanut Butter Brownie Chocolate brownie with Pip & Nut's original crunchy peanut butter — a frozen dessert for UK consumers.
• Apple Tarte Tatin Tangy, sweet, sticky apples in dark caramelised sugar sauce with buttery pastry top — a frozen dessert for UK consumers.
• Bread & Butter Pudding Limited-edition dessert with white chocolate and tart raspberries layered between Wildfarmed's Seeded Loaf in creamy custard — a frozen dessert for UK consumers.
• Melt in the Middle Chocolate Brownie Brownies made with dark chocolate with a melting centre — a frozen dessert for UK consumers.
• Apple & Blackberry Crumble Juicy blackberries and apples baked with warm cinnamon, crowned with golden buttery crumble topping — a frozen dessert for UK consumers.
• Sticky Toffee Pudding Treacly dates with butterscotch sauce — a frozen pub-classic dessert for UK consumers.
• Chocolate Coated Raspberries British raspberries frozen and coated in thick layers of white and milk chocolate — a frozen dessert for UK consumers.
• Dark Chocolate Coated Raspberries British raspberries frozen and coated in thick layers of white and dark chocolate — a frozen dessert for UK consumers.
• Home Away from Home Bundle Curated meal bundle containing six 2-person portions including Sustainable Fish Pie, Aubergine Parmigiana, Beef Bourguignon, Tarragon Chicken, Beef Lasagne and Spanish Chicken — sold as a gift for UK consumers.
• New Parent Bundle Curated meal bundle of six 2-person portions targeted at new parents, with a charitable donation component supporting Farms For City Children — sold as a gift for UK consumers.
• Ultimate Care Bundle Curated meal bundle of six 2-person portions including Chickpea Butter Masala, Spanish Chicken, Slow Cooked Beef Chilli, Lamb & Apricot Tagine, Beef Lasagne and Chicken & Leek Pie — sold as a care-package gift for UK consumers.
• Gift Vouchers Digital gift vouchers denominated from £20 to £300, valid for one year from purchase, redeemable on fieldgoods.co.uk — sold as gifts to UK consumers.
• Subscribe & Save Subscription A no-lock-in subscription offering 10% off all FieldGoods orders for life, managed via Recharge on the Shopify storefront — for UK consumers who want regular frozen-meal deliveries.

Quantifiable outcome

• 25 Great Taste Awards for food quality
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• WildFarmedcoreStrategic or Co-development PartnerFieldGoods uses Wildfarmed regenerative flour in all dishes that contain flour. Wildfarmed farmers grow wheat in a nature-friendly way that improves soil health, increases biodiversity, reduces carbon, and minimizes river pollution. This partnership supports FieldGoods' sustainability positioning.
• Chalkstream TroutcoreStrategic or Co-development PartnerChalkStream supplies sustainable trout farmed in unique chalk stream environments using segregated water systems that minimize environmental impact. Awarded RSPCA Assured welfare standards. Used in FieldGoods' Sustainable Fish Pie and other fish dishes.
• Swaledale (Yorkshire Butchers)coreStrategic or Co-development PartnerSwaledale supplies FieldGoods with native breed free-range meat from Yorkshire. Their goal is to produce exceptional quality meat that is flavorful to cook and eat, with animals slower to mature on grass and hay diets.
• Farm WilderminorStrategic or Co-development PartnerOne of the country's most exciting producers that FieldGoods works with as part of their commitment to sustainable sourcing.
• Moxon'scoreStrategic or Co-development PartnerFresh fish supplier for FieldGoods' fish products including Sustainable Fish Pie. FieldGoods has also developed an in-house smoked Coley with Moxon's to replace traditional smoked haddock.
• Hidden FruitsminorStrategic or Co-development PartnerPartnership to launch Chocolate Covered Raspberries and Dark Chocolate Covered Raspberries. British raspberries frozen and coated in white and milk/dark chocolate.
• Nice RiceminorStrategic or Co-development PartnerSupplier of pre-cooked Pure Basmati Rice and Wholegrain Basmati Rice. Nice Rice works with pioneering rice farmers in India to produce rice sustainably.
• Northern PastaminorStrategic or Co-development PartnerSupplier of Rigatoni Spelt Pasta and Gigli Spelt Pasta. Crafted using traditional methods from regeneratively grown spelt that is tastier, quicker to cook, more sustainable, and easier to digest.
• Pip & NutminorStrategic or Co-development PartnerSupplier of original crunchy peanut butter used in Peanut Butter Brownie. Pip & Nut uses hi-oleic peanuts which are naturally sweeter and packed with more good fats, aligning with FieldGoods' quality ingredient philosophy.
• Farms For City ChildrenminorOthersCharitable partner for the New Parent Bundle. £5 from every New Parent Bundle sold goes to support Farms For City Children, which enables children from disadvantaged communities to experience farm life.
• The North ShopminorStrategic or Co-development PartnerSupplier of The North Shop Classic Kimchi, a raw, spicy, unpasteurised kimchi bursting with probiotics, prebiotics and natural ingredients. Made in small batches in Clapton, East London.
• Eaten AliveminorStrategic or Co-development PartnerSupplier of Eaten Alive Smoked Sriracha Hot Sauce (3 Great Taste stars). Made with oak-smoked hot and sweet peppers, garlic, slowly fermented. 100% natural, vegan, biolive and unpasteurised.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• CookUnity: CookUnity is a chef-prepared DTC meal subscription brand. Comparable on chef-curated frozen prepared meals and subscription model, though primarily serving the US market.

Direct peers

• Allplants: Allplants is a UK DTC frozen plant-based meal brand with nationwide delivery and a sustainability-led brand. Direct competitor on frozen DTC, sustainability narrative, and UK consumer base; narrower vegetarian/vegan menu.
• Mindful Chef: Mindful Chef is a UK DTC recipe-box and prepared-meal brand built around health, sustainability, and quality ingredients. Closely comparable to FieldGoods on premium positioning, sustainability credentials, and DTC subscription model.
• COOK: COOK is a UK frozen prepared-meal specialist selling ready-to-heat restaurant-quality meals direct to consumers and through retail. Closest direct competitor to FieldGoods given shared format (frozen prepared meals), UK focus, and premium positioning.
• Gousto: Gousto is a major UK DTC meal-kit brand offering recipe boxes with pre-portioned ingredients and recipe cards. Comparable to FieldGoods in DTC food delivery, UK focus, and subscription-driven GTM, though in meal kits rather than prepared frozen meals.

Emerging players

• BOL Foods: BOL Foods is a UK plant-based ready-meals brand sold through retail and DTC. Comparable in vegetarian/vegan frozen prepared meals and UK sustainability positioning, though more retail-led than FieldGoods.
• Pasta Evangelists: Pasta Evangelists is a UK DTC fresh pasta and prepared-meal brand with subscription options. Comparable in DTC prepared-meal format and gifting bundles targeting premium UK consumers.
• Daily Harvest (UK / EU): Daily Harvest is a US-origin DTC frozen prepared-food brand with similar subscription/gifting mechanics. Comparable on DTC frozen prepared-meals model, though primarily US-focused with limited UK availability.

Broad incumbents

• Riverford Organic Farmers: Riverford is a long-established UK organic food box and prepared-meal brand. Comparable on UK organic/sustainable sourcing and DTC delivery model, broader assortment including fresh produce boxes.
• HelloFresh: HelloFresh is the global leader in DTC meal kits with a large UK subscriber base. Comparable as a dominant DTC food subscription incumbent competing for the same weekly dinner occasion, though meal-kit rather than frozen prepared.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FieldGoodsuk
• Instagraminstagram.com/fieldgoodsuk
• LinkedInlinkedin.com/company/fieldgoods

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

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 FieldGoods