We are Food

What We are Food does

We are Food is a South African frozen ready-meal company founded in 2013 by Jane Bisset and her mother Didee in Umhlanga Rocks, now headquartered at a 500sqm GFSI Intermediate accredited production facility in Durban North. The company manufactures hand-crafted frozen meals using blast-freezing technology that preserves nutritional value and flavour for up to 12 months, producing over 1,000 meals per day with a team of 30+ across single-serve, family, side, entertaining, and dietary-specific (vegan, dairy-free, gluten-free, lower carb) product lines.

The business operates three revenue streams. Direct-to-consumer sales run through a Shopify e-commerce store with home delivery to KwaZulu-Natal, Gauteng and the Western Cape, supplemented by Click & Collect from company stores and depots. Retail distribution spans 60+ independent stockists and supply agreements with SPAR (since 2015) and Checkers, where the company produces and distributes the Rustic Oven private-label range to over 120 stores. A third stream is contract manufacturing for third-party brands, including Dr Broth (frozen bone broth), Yummy Mummy Lifestyle (lactation snacks) and Mr Price Home (seasonal ambient gifting), with international export via Indian Ocean Export Company to over 50 Spinney's and Waitrose stores in the UAE since 2024. Pricing is unit-based in South African Rand, ranging from R66-R159 for single-serve meals and R349-R379 for family meals, with value packs and digital gift vouchers (R200-R3000) supplementing the range.

The company remains founder-owned and bootstrapped, with no disclosed external funding, and is led operationally by co-founders Jane Bisset and Amy Weare. Distribution is supported by loyalty partnerships with Edgars Club, Momentum Multiply and Discovery Vitality HealthyDining, and the company has won Food & Home Magazine awards consecutively across 2023, 2024 and 2025.

Name

We are Food

Legal name

We are Food (Pty) Ltd

Website

https://wearefood.co.za

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

We are Food is a South African frozen ready-meal manufacturer and retailer founded in 2013, producing hand-crafted single-serve and family meals in Durban and distributing them through DTC e-commerce, 60+ retail stockists, SPAR and Checkers private-label supply, and export to Spinney's and Waitrose stores in the UAE.

Ownership category

akta.pro rank

Product category

Frozen Ready Meals

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Entrées & Complete Meals (CRADADAA)

akta.pro secondary industries

Frozen Prepared Foods & Meals Manufacturing (AFAKACAH), Frozen Prepared Meals Retail (CRAHAJAE), Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI)

Keywords

• Frozen ready meals
• Home meal replacement
• Contract food manufacturing
• Private label frozen food
• Blast frozen meals

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Frozen Meal Sales: Online sales of frozen ready meals through the We are Food e-commerce website (wearefood.co.za) with home delivery in KZN, Gauteng, and Western Cape, plus Click & Collect from stores and depots.
2. Retail Wholesale Distribution: Supplying frozen meals to retail chains and independent stockists nationwide. Products sold through Checkers (Rustic Oven range), SPAR (since 2015), and over 60 stockists total.
3. Contract Manufacturing / Private Label Production: Customisable food manufacturing and packing from the Durban facility for bespoke private label production. Clients include Checkers (Rustic Oven range), SPAR, Mr Price Home (branded gifting), Dr Broth (frozen bone broth), and Yummy Mummy Lifestyle (lactation snacks).
4. Digital Gift Vouchers: Sale of digital gift vouchers available from R200 to R3000, redeemable online at wearefood.co.za. Expire three years after purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

We are Food manufactures and sells a handcrafted range of frozen ready meals (single-serve, family-size, sides, soups, entertaining platters and vegan/special-diet lines) directly to consumers and through retail stockists. The company also operates a contract production / private-label manufacturing service from its Durban facility for third-party food brands.

Product overview

We are Food is a South African frozen meal company offering handcrafted ready meals through both direct-to-consumer (online ordering with delivery/click-and-collect) and retail channels. Their product portfolio consists of individual and family-size frozen meals organized into categories including Meals for One (chicken, beef, lamb, pork, seafood, vegan, vegetarian, kid-friendly), Family Meals, Sides & Soups, Entertaining Range, and Award Winning Meals. They offer specialized ranges for Easy Heating (Airfryer, Microwave, Stove Top, Braai), Special Diets (dairy free, gluten free, lower carb), and a Vegan Range. Additional offerings include Value Packs (bundled savings), Digital Gift Vouchers, and a Rewards Program partnered with Edgars Club and Momentum Multiply. The company also operates a Contract Production division that manufactures private label products for retailers including Checkers, Spar, Spinneys/Waitrose UAE, and Mr Price Home from their Durban facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Frozen Ready Meals - Meals for One Single-portion handcrafted frozen ready meals made without preservatives and blast-frozen for extended shelf life, targeted at individual consumers seeking convenient home-style meals.
• Family Meals Larger-portion frozen meals designed to feed families, sold with bundle discounts through the company's direct-to-consumer channel.
• Sides & Soups Frozen side dishes and soups intended as accompaniments to the core ready-meal range, sold to direct consumers and retail customers.
• Entertaining Range Frozen meal platters and dishes targeted at consumers hosting gatherings and special occasions.
• Value Packs Discounted multi-meal bundles combining various frozen meals into a single pack for cost-conscious consumers.
• Vegan & Special Diet Range Frozen meals formulated to meet specific dietary requirements including vegan, vegetarian, gluten-free, lactose-free, low-carb and calorie-controlled profiles.
• Digital Gift Vouchers Digital gift cards that can be redeemed for We are Food products, allowing recipients to select their own meals.
• Contract Production Services Contract manufacturing of frozen ready meals for third-party brands, including private-label and co-manufactured product runs, leveraging the company's Durban production facility and blast-freezing capability.

Quantifiable outcome

• Meals preserved for up to 12 months while maintaining nutritional value and flavour through blast freezing technology
• +1 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

14 partnerships are on record, tiered minor and core.

• BidFood Chef's ShopminorChannel Partner/ Reseller/ Distributor · 1 January 2025New stockist as of 2025 in Walmer and Gqeberha, expanding retail footprint in the Eastern Cape through BidFood Chef's Shop.
• Indian Ocean Export Company (IOEC)coreChannel Partner/ Reseller/ Distributor · 1 January 2024Export partner for UAE distribution. We are Food streams a range of bespoke meals suited to the expat market in the UAE, exported through IOEC to over 50 Spinney's and Waitrose stores.
• CheckerscoreStrategic or Co-development Partner · 1 January 2024Worked closely with Checkers to produce a gourmet range of 'Rustic Oven' frozen meals including Shredded Beef Lasagne, Cheesy Mutton Ragu, Beef Bobotie, Chicken Pie, Frikkadels, Dauphinoise Potatoes. We are Food manages production and distribution to over 120 Checkers stores.
• Spinney's UAEcoreChannel Partner/ Reseller/ Distributor · 1 January 2024We are Food frozen meals stocked in over 50 Spinney's stores across the UAE. Custom range of bespoke meals suited to the expat market in the UAE.
• Waitrose UAEcoreChannel Partner/ Reseller/ Distributor · 1 January 2024We are Food frozen meals exported to Waitrose stores in the UAE through IOEC.
• Mr Price HomeminorStrategic or Co-development Partner · 1 January 2024Contract production for branded gifting. Sourced confectionery and savoury products and contract packed an ambient range of seasonal gifting for nationwide retail distribution including Easter jars with cookie mixes and mini marshmallows, and Christmas gift sets with caramel popcorn and shortbread.
• Edgars ClubminorGTM or Marketing Partner · 1 January 2024Rewards programme partnership. Edgars Club members get 15% discount for Access and Life members and 30% discount for VIP members on We are Food online orders. Discount applied automatically at checkout.
• Dr BrothminorStrategic or Co-development Partner · 1 January 2023We are Food manufactures frozen bone broth for Dr Broth. Gina Neilson, Co-Founder, described the partnership: 'Their top-notch production facility and streamlined processes have been instrumental in ensuring our success, and Jane maintains the superior quality and consistency of our products.'
• Yummy Mummy LifestyleminorStrategic or Co-development Partner · 1 January 2023We are Food manufactures Booby Bites Lactation Snacks for Yummy Mummy Lifestyle. Crystelle Schlebusch noted the team's dedication to reliability, honesty, and integrity, with impeccable planning and production scheduling ensuring on-time delivery.
• Momentum MultiplyminorGTM or Marketing Partner · 1 January 2023Rewards programme partnership with Momentum Multiply Inspire & Engage. Customers can earn up to 10% cashback on We are Food purchases through the Multiply platform.
• Hirsch's Homestore / PhilipsminorGTM or Marketing Partner · 1 January 2022Partnership with Hirsch's Homestore featuring Philips XXL Airfryer for heating We are Food meals. Meals now include airfryer heating instructions.
• Discovery Vitality HealthyDiningminorGTM or Marketing Partner · 1 January 2021Vitality HealthyDining partner. Customers can earn up to 25% back when choosing healthier ready-made meals with Vitality HealthyDining.
• The Wellness Centre Trust (TWCT)minorStrategic or Co-development Partner · 1 January 2021Partnership offering an industry training programme for previously disadvantaged individuals. Sanele Madondo was the first graduate employed from this programme. TWCT's vision is to give homeless and destitute people a second chance in life.
• SPAR South AfricacoreChannel Partner/ Reseller/ Distributor · 1 January 2015Supplying SPAR since 2015 with continually enhanced core range of meals. We are Food was part of the SPAR Supplier Development Programme who supported and guided them in achieving GFSI Certification in 2022.

Scale indicators8 records

Recent moves18 records

Expansion highlights6 records

Direct peers

• COOK Trading Ltd: UK-based frozen ready-meal producer with a handcrafted, premium-positioned model stocked through independent retail and Waitrose-equivalent grocers; mirrors We are Food's bench-made positioning.
• Daily Harvest: US DTC and grocery-aisle frozen-meal brand specialising in chef-designed, frozen-ready meals with strong nutritional and dietary positioning.
• Luvo Inc. Canadian frozen prepared-meal brand distributed through mainstream grocery retail with a clean-ingredient, multi-category SKU approach.
• Strong Roots: Frozen plant-based prepared-food brand sold through US and UK grocers; comparable go-to-market through retail freezer aisles with branded positioning.
• Mediterranean Foods (Pty) Ltd: South African frozen prepared-meals manufacturer with a similar CPG brand-led model; competes directly in frozen entrées and family meals via grocery channels in SA.

Broad incumbents

• Iceland Foods: UK frozen-food specialist retailer with extensive own-brand frozen prepared meals; comparable only in business-model overlap (frozen-meal-centric retail) rather than geography.
• Shoprite Holdings (Checkers parent): Owner of Checkers, We are Food's largest retail customer (>120 stores); runs its own growing private-label frozen meals that compete on shelf with Rustic Oven.
• Woolworths Holdings Limited: SA premium grocery chain with extensive in-store prepared and frozen meals/private label; both a competing channel and a potential account for We are Food contract manufacturing.
• Daybreak Brands (formerly Rhodes Food Group): South Africa's largest frozen and canned food producer; operates massive-scale frozen prepared meals and competes broadly for the same retail shelf space as We are Food.
• Knorr (Unilever Food Solutions): Global packaged-food brand with frozen-meal ranges and foodservice offerings; an adjacent incumbent in the broader prepared-meals category rather than a direct frozen-meal specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXB0x12xUplTSTM4w1xCB9w
• Facebookfacebook.com/wearefood
• Instagraminstagram.com/wearefood_sa
• LinkedInlinkedin.com/company/we-are-food

Compliance3 records

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 We are Food