PrepHero
PrepHero is a Dubai-based, direct-to-consumer healthy meal plan subscription service operating across all 7 UAE Emirates, delivering chef-made, macro-tracked meals fresh daily with nutritionist-led personalization through iOS/Android apps, priced from AED 30 per meal.
- Company typePrivate
- Founded2020
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingServices
What PrepHero does
PrepHero (legally PrepHero Catering L.L.C.) is a Dubai-based, direct-to-consumer healthy meal plan subscription service founded in 2020 and operating across all 7 UAE Emirates from its headquarters in Dubai Investment Park. The company produces chef-made, macro-tracked meals cooked fresh each morning and delivered the same day (never frozen) via proprietary cold-chain logistics using insulated cool bags and ice packs, with meals priced from AED 30 each or AED 45/day minimum for a 1 meal + 1 snack plan, and subscriptions offered in 1-8 week durations that can be paused up to 40 days or cancelled anytime with no lock-in. Free delivery is included nationwide and customers pay a refundable AED 200 deposit for the insulated equipment.
The product surface comprises 11+ distinct meal plans organized around four use-case verticals: goal-based plans (weight loss, calorie control, muscle gain with 1100-2200+ kcal tiers), health-condition plans (PCOS, diabetic, dairy-free, gluten-free, combined dairy and gluten-free), lifestyle plans (vegetarian, pescatarian, mums pre/postpartum), and the Business Lunch corporate convenience plan. Plan selection supports ingredient exclusions, allergen omissions, calorie tier selection, and ongoing in-house nutritionist adjustment. The customer platform is a mobile app for iOS and Android (downloadable via App Store and Google Play) that consolidates meal selection up to 4 weeks in advance, delivery management (skip/pause/resume), macro and calorie tracking, weight logging, and account administration. Payments are accepted via Visa, Mastercard, American Express, Apple Pay, Google Pay, and the Tabby BNPL weekly-installment option.
The business model is a subscription-recurring revenue stream with one-time fees (delivery equipment deposit) and a transactional installment revenue layer (Tabby). Distribution is exclusively direct via myprephero.com and the mobile app with no marketplace, retail, or reseller channel; corporate accounts are sold via direct sales. Customer acquisition is driven by SEO content marketing across ~30+ meal-plan topics, organic social media (Instagram, Twitter/X, LinkedIn, Facebook, YouTube), a referral program (1 free week per friend; up to 1 free week per family member), and influencer/dietitian endorsements including a brand partnership with bodybuilder Noel Deyzel. The company claims 1M+ meals sold, 30,000+ verified success stories, and 800+ Google Reviews at 4.7 stars. PrepHero is founder-owned/bootstrapped with no disclosed institutional investors or funding rounds.
PrepHero firmographics
Firmographics- Name
- PrepHero
- Legal name
- PrepHero Catering L.L.C
- Website
- https://myprephero.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PrepHero is a Dubai-based, direct-to-consumer healthy meal plan subscription service operating across all 7 UAE Emirates, delivering chef-made, macro-tracked meals fresh daily with nutritionist-led personalization through iOS/Android apps, priced from AED 30 per meal.
- Ownership category
- akta.pro rank
PrepHero industry classification
Industry- Product category
- Meal Plan Delivery
- NAICS
- Special Food Services (7223)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)
- akta.pro secondary industries
- Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), Meal kits & subscription meal components manufacturing (AFAKAHAD)
Keywords
Where PrepHero is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
PrepHero business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Subscription Meal Plans: Recurring weekly/bi-weekly/monthly meal plan subscriptions. Customers choose meal counts (1-3 meals per day, 1-2 snacks) and plan durations (1-8 weeks). Pricing scales with meal quantity. Plans can be paused for up to 40 days or cancelled anytime with no lock-in.
- Chiller Bag Deposit: One-time refundable AED 200 deposit covering the insulated cool bag and ice packs used for delivery. Refunded upon return of equipment.
- Weekly Installment Payments (Tabby): Payment flexibility via Tabby allowing customers to spread weekly installment payments rather than paying upfront for meal plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Weekly | Per Meal — Starting at AED 30 per meal |
| Subscription | Weekly | Weight Loss Plan — Starting from AED 45/day for 1 meal + 1 snack |
| Subscription | Weekly | Calorie Control Plan — 1600–1800 kcal |
| Subscription | Weekly | Muscle Gain Plan — 1800–2200 kcal |
| Subscription | Weekly | Business Lunch Plan — 550–750 kcal or 400–600 kcal |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
PrepHero product offering
Product offeringCore offering
PrepHero is a Dubai-based meal plan delivery service that prepares chef-made, macro-tracked meals fresh every morning and delivers them daily across all 7 UAE Emirates. Customers subscribe to goal-based, health-condition, lifestyle, and convenience meal plans (12 SKUs including Weight Loss, Calorie Control, Muscle Gain, PCOS, Diabetic, Dairy Free, Gluten Free, Dairy & Gluten Free, Mums, Vegetarian, Pescatarian, and Business Lunch) with full customization for ingredient exclusions, allergens, and calorie/macro targets, supported by in-house nutritionists and a mobile app for meal selection, calorie/weight tracking, and subscription management.
Product overview
PrepHero is a UAE-based healthy meal plan delivery service offering 11 distinct meal plan products. The core offering is a subscription-based meal delivery service where customers choose from goal-based plans (Weight Loss, Muscle Gain, Calorie Control), health condition plans (PCOS, Diabetic), dietary preference plans (Vegetarian, Pescatarian, Dairy-Free, Gluten-Free, Dairy & Gluten-Free), lifestyle plans (Mums), and convenience plans (Business Lunch). Each plan includes chef-made, macro-tracked meals prepared fresh daily with ingredient customization options. The service is supported by a mobile app (iOS and Android) that enables meal selection, calorie tracking, weight monitoring, and subscription management. Meals are delivered fresh daily across all seven UAE emirates starting from AED 30 per meal or AED 45 per day for a minimum plan of one meal plus one snack.
Differentiator
Problem solved
Functional benefit
Products and services
- Weight Loss Meal Plan Calorie-controlled meal plan with macro-balanced meals designed to support steady, sustainable weight loss. Features portion-controlled meals across 1100-1300 kcal or 1400-1600 kcal tiers with nutritionist guidance. Priced from AED 45/day for 1 meal + 1 snack; 4-Week plan receives up to 33% off and 8-Week plan includes 1 Month Free.
- Calorie Control Meal Plan Macro-balanced meal plan for weight maintenance with 1600-1800 kcal options. 4-Week plan receives 30% off; 8-Week plan includes 1 Month Free.
- Muscle Gain Meal Plan High-protein meal plan designed to support muscle building and athletic performance, with 1800-2200 calorie options and protein-forward meals including extra protein add-ons. Priced from AED 977.50 for the plan duration shown.
- PCOS Meal Plan Specialized meal plan designed to support individuals with Polycystic Ovary Syndrome through anti-inflammatory ingredients, balanced macros, and low-GI carbohydrates.
- Diabetic Meal Plan Meal plan focused on maintaining balanced blood sugar levels through portion-controlled meals with steady, controlled carbohydrate intake.
- Dairy Free Meal Plan Meal plan excluding all dairy products including butter, cheese, cream, milk, and whey. Uses dairy-free alternatives such as coconut cream and almond milk.
- Gluten Free Meal Plan Meal plan for individuals avoiding gluten, built around naturally gluten-free ingredients. Suitable for those with gluten sensitivity or preference.
- Dairy & Gluten Free Meal Plan Combined meal plan excluding both dairy and gluten, providing balanced nutrition while accommodating both dietary restrictions.
- Mums Meal Plan Meal plan designed for prepartum and postpartum mothers, providing nutrient-dense meals with essential vitamins and minerals for pregnancy and recovery.
- Vegetarian Meal Plan Plant-based meal plan offering balanced vegetarian meals with diverse protein sources, whole grains, and vegetables to support healthy metabolism.
- Pescatarian Meal Plan Meal plan featuring seafood and plant-based proteins with grains and fresh vegetables. Excludes poultry and meat while maintaining balanced nutrition.
- Business Lunch Meal Plan Convenient meal plan for busy professionals offering balanced lunch and snack options (550-750 kcal or 400-600 kcal tiers) for workday nutrition. Delivered in insulated packaging with consolidated billing available for corporate accounts. 4-Week plan receives 10% off; 8-Week plan receives 15% off.
- PrepHero Mobile App iOS and Android mobile application for managing meal plans, selecting meals up to 4 weeks in advance, tracking macros and calories, monitoring weight loss progress, and managing subscription (pause/skip/cancel). Available to subscribers via App Store and Google Play.
Quantifiable outcome
- 30,000+ verified successful client outcomes reported on the company's website
- +2 more outcomes
Companies that use PrepHero
Customer profileNamed customers4 records
Segments9 records
Ideal customer profiles4 records
PrepHero technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
PrepHero partnerships and signals
Strategic signalScale indicators8 records
Recent moves7 records
Expansion highlights6 records
PrepHero competitors and assessment
Company assessmentDirect peers
- Factor (Factor75): Factor is a US-based chef-prepared meal subscription service (owned by HelloFresh) delivering calorie- and macro-controlled meals nationwide. It mirrors PrepHero's chef-made, fresh (not frozen), macro-tracked subscription model and is the closest international comparable.
- Eat Clean ME: Eat Clean ME is a UAE-based healthy meal prep and subscription service focused on fitness- and wellness-oriented customers in Dubai and Abu Dhabi. It is directly comparable to PrepHero on macro-counted meal plans, daily delivery, and D2C GTM motion.
- Right Bite: Right Bite is an established UAE healthy meal plan delivery company offering calorie-controlled programs, condition-specific diets (diabetic, PCOS), and corporate wellness offerings. It competes head-to-head with PrepHero across most of the same use cases and customer segments.
- Kcal: Kcal is a UAE-based macro-counted meal plan delivery service offering weight loss, fitness, and corporate lunch subscriptions across the Emirates. It is the closest direct competitor to PrepHero in terms of product, customer (health-conscious Dubai residents), and D2C subscription model.
Emerging players
- Daily Harvest: Daily Harvest is a US-based direct-to-consumer subscription service delivering chef-prepared, nutritionist-designed frozen meals and smoothies. It overlaps with PrepHero on personalization, app-native subscription, and health-forward positioning, though its distribution model is frozen rather than daily fresh.
Regional players
- Plateful: Plateful is a Saudi Arabia-based healthy meal subscription service operating across the GCC with macro-counted plans similar to PrepHero. It is a comparable regional model rather than a UAE-headquartered direct competitor, useful as a benchmark for PrepHero's potential GCC expansion.
Broad incumbents
- Freshly: Freshly is a US nationwide chef-prepared meal subscription service (owned by Nestlé) offering single-serving, calorie-counted meals. It is broader in geographic reach and corporate backing than PrepHero but operates an equivalent D2C subscription meal-prep business model.
- HelloFresh: HelloFresh is the global leader in meal kit subscriptions and a broader incumbent in the home meal replacement category. While it sells meal kits (ingredients + recipes) rather than fully prepared meals, it competes for the same weekly meal-planning wallet share and serves as a category benchmark.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PrepHero social profiles
Digital presencePrepHero financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrepHero leadership team
Management profileNumber of profiles
PrepHero funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrepHero 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 PrepHero
What does PrepHero do?
PrepHero is a Dubai-based meal plan delivery service that prepares chef-made, macro-tracked meals fresh every morning and delivers them daily across all 7 UAE Emirates. Customers subscribe to goal-based, health-condition, lifestyle, and convenience meal plans (12 SKUs including Weight Loss, Calorie Control, Muscle Gain, PCOS, Diabetic, Dairy Free, Gluten Free, Dairy & Gluten Free, Mums, Vegetarian, Pescatarian, and Business Lunch) with full customization for ingredient exclusions, allergens, and calorie/macro targets, supported by in-house nutritionists and a mobile app for meal selection, calorie/weight tracking, and subscription management.
Is PrepHero a public or private company?
PrepHero is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PrepHero founded?
PrepHero was founded in 2020. It employs 11 to 50 people.
Where is PrepHero based?
PrepHero is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does PrepHero make money?
Three revenue lines are on record. Subscription Meal Plans are the primary driver. The others are chiller Bag Deposit and weekly Installment Payments (Tabby).
Who are PrepHero's main competitors?
Direct peers on record are Factor (Factor75), Eat Clean ME, Right Bite and Kcal. Daily Harvest is listed as an emerging player. Plateful is listed as a regional player. Broad incumbents are Freshly and HelloFresh.
Does PrepHero have an API?
No public API is recorded for PrepHero.
What industry is PrepHero in?
PrepHero's product category is Meal Plan Delivery. Its primary akta.pro industry code is CRAHAJAD, Prepared Meal Subscriptions (Chef-Prepared, Recurring), with a secondary code of HSACAGAH, Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly). Its NAICS code is 7223 and its SIC code is 2090.