Fresh Fitness Food

What Fresh Fitness Food does

Fresh Fitness Food (FFF), founded in 2012 and headquartered in London, is a direct-to-consumer personalized meal-prep and delivery service targeting health-conscious individuals and fitness enthusiasts in the United Kingdom. The company's core product is a subscription-based daily meal delivery service built around a nutritionist-approved algorithm that tailors macro-based meal plans to an individual subscriber's body, tastes, and goals (the "Custom Macros" plan), supplemented by standardized plans (Balanced, High Protein, Veggie, Chefs Picks). Underlying technology is a mobile-app-first platform (the Calo app, post-rebrand) that supports plan selection, meal swapping, ingredient removal, and delivery scheduling with up-to-one-day flexibility, alongside a content library of more than 45 weekly-rotating, globally-inspired meal options.

The business operates a recurring subscription revenue model with quote-based pricing that varies by plan and customization level; pricing is not publicly disclosed, and a 25% promotional trial offer is used to convert new customers. Go-to-market is product-led and self-serve through the app and website, with a consultative 15-minute nutrition call available at the bottom of the funnel. Customer segments are horizontal personas (fitness-focused and general health-conscious consumers), with no disclosed B2B or enterprise channels.

In 2025, FFF was acquired by Saudi-based foodtech Calo alongside UK peer Detox Kitchen, marking Calo's first international expansion outside the GCC region. Following the acquisition, the FFF brand was retired in 2026 and the UK operation is being re-platformed onto the Calo app and brand, with all existing FFF clients migrated to Calo accounts. Leadership is held by Caspar Rose (CEO), Emma Rose (CPO), and David Young (CFO); the company employs 51–100 people.

Name

Fresh Fitness Food

Legal name

Fresh Fitness Food

Website

https://freshfitnessfood.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

51–100 employees

Short description

Fresh Fitness Food, now rebranded to Calo, is a UK-based subscription meal-delivery service offering nutritionist-designed, personalized meal plans delivered daily via a mobile app to health-conscious consumers and fitness enthusiasts.

Ownership category

akta.pro rank

Product category

Meal Delivery Services

NAICS

Perishable Prepared Food Manufacturing (311991)

SIC

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

akta.pro primary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

akta.pro secondary industries

Meal kits & subscription meal components manufacturing (AFAKAHAD), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)

Keywords

• Meal delivery service
• Healthy meal prep
• Custom macros nutrition
• Nutritionist-designed meals
• Subscription meal plans

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Meal Subscription Delivery: Recurring subscription-based meal delivery service offering personalized nutrition plans. Customers subscribe to meal plans (Balanced, High Protein, Veggie, Chefs Picks, or Custom Macros) with flexible delivery scheduling.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Fresh Fitness Food (now rebranded as Calo) provides a daily healthy meal delivery subscription service, delivering chef-prepared, nutritionist-designed meals directly to customers' homes across the UK. Customers choose from meal plans including Balanced, High Protein, Veggie, Chefs Picks, and a Custom Macros plan, with a weekly rotating menu of over 45 meal options that can be swapped or customised by ingredient. Orders are managed via a self-serve mobile app and website, with flexible delivery changes allowed up to one day before delivery.

Product overview

Fresh Fitness Food (FFF), now rebranded to Calo, operates as a daily healthy meal delivery service offering meal prep with over 45 weekly rotating meal options. The platform provides multiple meal plan types (Balanced, High Protein, Veggie, Chefs Picks, and Custom Macros) that users can customise to swap meals and remove specific ingredients. The Custom Macros plan uses a nutritionist-approved algorithm to tailor nutrition to individual body, tastes, and goals. The service was acquired by Saudi-based Calo in 2025 as part of its international expansion beyond the GCC region.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Fitness Food Daily Meal Delivery Subscription (now Calo)
• Balanced Meal Plan
• High Protein Meal Plan
• Veggie Meal Plan
• Chefs Picks Meal Plan
• Custom Macros Meal Plan
• Calo App

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• CalocoreOthers · 21 April 2026Fresh Fitness Food was acquired by Saudi-based foodtech startup Calo as part of Calo's first international expansion outside the GCC region. Fresh Fitness Food now operates under the Calo brand, becoming a smarter, more personalised nutrition platform. All existing FFF clients are being migrated to the Calo platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• HelloFresh: Global meal kit subscription leader with major UK presence, offering recipe boxes and ready-made meals across price points. Comparable as the dominant incumbent in the UK meal-kit/meal-prep subscription category.
• Cook: Established UK frozen ready-meal retailer selling chef-prepared meals through retail and online channels. Comparable as a broader incumbent in the UK chef-prepared ready-meal category that overlaps with FFF's premium ready-to-eat positioning.

Direct peers

• Gousto: UK-based direct-to-consumer meal kit subscription offering weekly chef-designed recipes with home delivery. Closest comparable UK D2C meal subscription, though Gousto focuses on DIY cooking kits versus FFF's ready-to-eat prepared meals.
• Detox Kitchen: UK-based premium prepared meal delivery brand, co-acquired alongside FFF by Calo in 2025. Directly comparable as a chef-prepared, nutrition-led ready-meal subscription targeting similar health-conscious personas.
• Mindful Chef: UK healthy, nutritionist-designed meal kit subscription focused on health-conscious consumers. Directly comparable on customer persona and nutrition-led positioning, though delivered as cooking kits rather than ready meals.
• Diet Chef: UK calorie-controlled ready-meal subscription historically focused on weight management. Comparable as a UK D2C prepared-meal subscription targeting health/weight-conscious consumers via recurring delivery.
• Riverford Organic Farmers: UK organic recipe box and prepared meal subscription with strong sustainability positioning. Comparable as a UK D2C meal subscription competitor with similar customer demographics and recurring delivery model.
• Prep Kitchen: UK macro-counted, chef-prepared meal prep delivery service catering to fitness and physique-conscious customers. Closest direct comparable on the macro-customisation, ready-to-eat model that defines FFF's core offer.

Emerging players

• MuscleFood: UK online retailer of high-protein, fitness-focused prepared foods and meals sold à la carte and via subscription. Comparable as a UK fitness-nutrition food brand but with a product-led catalogue model rather than full meal subscription.

Regional players

• Fresh n Lean: US organic, chef-prepared, macro-counted prepared meal subscription service. Comparable on the macro-customised, ready-to-eat chef-prepared meals model but operates in a different geography to FFF's UK focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/fresh_fit_food
• LinkedInlinkedin.com/company/fresh-fitness-food-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 Fresh Fitness Food