Vers aan Tafel

What Vers aan Tafel does

Vers aan Tafel Maaltijdservice B.V. is a Dutch direct-to-consumer frozen meal delivery service founded in 2003 and headquartered in Lelystad, Netherlands, operating under the trade name Vers aan Tafel. The company prepares chef-cooked complete meals daily and flash-freezes them in professional freezers to a core temperature of -18°C — a process it markets as 'vriesvers' — preserving natural flavour, nutritional values, aroma, and colour without preservatives, artificial flavours, or colourings. Its catalogue spans more than 170 SKUs, including traditional Dutch dishes (stamppot, hachée, game), international cuisine, 16 vegetarian meals, diet-specific meals (low-salt, pureed for swallowing difficulties, lactose-free, gluten-free), high-protein meals, and smaller 350-400g portions; ancillary lines include soups, desserts, themed meal boxes, and the Proefbox trial box. The product portfolio is scored through an in-house EetWijzer nutritional guide developed with the company's own nutritionist and dietitian Ira van der Plas.

Name

Vers aan Tafel

Legal name

Vers aan Tafel Maaltijdservice B.V.

Website

https://versaantafel.nl

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Vers aan Tafel is a Dutch direct-to-consumer frozen meal delivery service that flash-freezes chef-prepared meals and delivers them nationwide to primarily elderly and busy-adult customers seeking convenient, healthy, ready-to-heat meals without cooking.

Ownership category

akta.pro rank

Product category

Meal Delivery Services

NAICS

Perishable Prepared Food Manufacturing (311991), Frozen Food Manufacturing (31141)

SIC

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

akta.pro primary industry

Frozen prepared meals & entrées manufacturing (AFAKAHAA)

akta.pro secondary industries

Meal Kits & Prepared Meal Delivery (TLAAAHAE), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)

Keywords

• Frozen meal delivery
• Ready-to-eat meals
• Home meal delivery
• Diet meals service
• Flash-frozen meals

Headquarters

HQ city

Lelystad

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Meal Sales: One-time transaction-based sales of individually priced frozen meals. Customers purchase meals without subscription commitment, ordering a minimum of 6 meals per order. Additional revenue from meal boxes (Proefbox, themed boxes), soups, and desserts. No recurring subscription model required.
2. Meal Boxes and Bundles: Pre-packaged themed meal boxes containing 6 meals each (regular boxes) or curated selections (e.g., Duco's Selection with 8 meals). Trial box (Proefbox) for new customers at reduced introductory pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Vers aan Tafel is a Dutch direct-to-consumer meal delivery service that prepares daily fresh meals, flash-freezes them to -18°C core temperature, and delivers them to customers' homes via its own courier network on fixed weekly days. The offering centers on a no-subscription, pay-as-you-go model with a minimum order of 6 meals, a portfolio of 170+ ready meals (including regular, small-portion, vegetarian, high-protein, diet, soup, and dessert options), curated meal boxes, and an introductory trial box. Free nationwide delivery (excluding the Waddeneilanden) is included.

Product overview

Vers aan Tafel is a Dutch meal delivery service offering fresh-frozen complete meals prepared daily by professional chef-koks using natural, sustainable, and local ingredients. The core product is the Maaltijden (Regular Meals) line featuring over 170 dishes spanning Dutch classics (stamppot, hachée, game dishes), international cuisine (Italian pasta, Asian dishes), and seasonal specials. The company operates on a no-subscription model with free home delivery throughout the Netherlands (except Waddeneilanden) and a minimum order of 6 meals. The portfolio includes specialized diet meals (low-salt, pureed), 16 vegetarian options, protein-rich meals, small portions (350-400g), meal boxes with themed selections, trial boxes for new customers, soups, and desserts. A notable brand extension is the 'Duim van Duco' line—20 meals personally curated by vitality ambassador Duco Bauwens—sold as themed boxes (Duco's Selectie, Duco's Eiwitrijke Selectie, Duco's Eiwitrijke Kleine Selectie). The EetWijzer (Eating Guide) feature rates all meals on nutritional indicators to help customers make healthy choices.

Differentiator

Problem solved

Functional benefit

Products and services

• Maaltijden (Regular Meals) Fresh-frozen complete meals prepared daily by chef-koks using natural, sustainable, and local ingredients. Core product line including traditional Dutch dishes (stamppot, hachée, game dishes) and international cuisine. Minimum order of 6 meals with free home delivery throughout the Netherlands.
• Dieetmaaltijden (Diet Meals) Specialized meals for individuals following medical or specific diets, including low-salt (zoutarm), pureed (gemalen) for swallowing difficulties, lactose-free, and gluten-free options.
• Vegetarische Maaltijden (Vegetarian Meals) A selection of 16 meat-free and fish-free dishes prepared with the same attention to quality and taste as regular meals.
• Kleine Maaltijden (Small Meals) Smaller portion meals weighing 350–400 grams, designed for customers who prefer less food but still want nutritious, protein-rich options.
• Maaltijdboxen (Meal Boxes) Curated boxes containing 6 different frozen meals thematically grouped (e.g., Dutch classics, vegetarian, international), starting at €6.44 per meal, with options for both regular and small portions.
• Proefbox (Trial Box) Introductory offer for new customers containing 6 of the most popular meals for €34.50 (regular size) or €31.50 (small size), allowing sampling before committing to regular orders.
• Soepen (Soups) Fresh-frozen soups available as an add-on to meal orders, orderable from 3 pieces.
• Desserts Dessert boxes featuring mousses and other sweet treats, available as an optional addition to meal orders.
• Eiwitrijke Maaltijden (High-Protein Meals) Protein-rich meals where at least 20% of calories come from protein, designed to support muscle maintenance especially for older adults. Available in both regular and small portions.
• Duim van Duco (Duco's Pick) A curated selection of 20 meals personally chosen by ambassador Duco Bauwens based on taste, protein content, and nutritional value. Includes three themed boxes: Duco's Selectie (8 meals), Duco's Eiwitrijke Selectie (6 meals), and Duco's Eiwitrijke Kleine Selectie (6 small meals).
• Duco's Selectie (8 meals) Box of 8 meals personally selected by Duco Bauwens, all with 3 health checkmarks, for a balanced and conscious weekly menu. Priced at €68.30.

Quantifiable outcome

• 170+ meal options including 16 vegetarian meals and multiple diet-specific options
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core and supporting.

• Duco BauwenscoreGTM or Marketing PartnerDuco Bauwens, known from 'Nederland in Beweging' (Dutch TV fitness program), serves as Ambassador for Movement & Vitality. He has personally selected 20 meals ('Duim van Duco') and co-created themed meal boxes. Partnership includes monthly blogs, videos, movement tips, and podcast collaborations about nutrition, movement, and vital aging.
• Local growers and farmerssupportingOthersPreference for sourcing ingredients from local growers and farmers. Vegetables are seasonal. Fish is sourced from sustainable catch.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Maaltijdbutler: Maaltijdbutler is a Dutch frozen meal delivery service focused on seniors and busy households. It competes head-to-head with Vers aan Tafel in the same primary segment (older Dutch adults) and product category (frozen prepared meals).
• Uitgekookt: Uitgekookt is a Dutch frozen meal delivery service offering chef-prepared frozen meals nationwide, owned by HelloFresh. It is the closest direct competitor to Vers aan Tafel in product (frozen prepared meals), channel (home delivery), and geography (Netherlands).
• Maaltijdservice.nl: Maaltijdservice.nl is a Dutch aggregator and comparison site for frozen and chilled meal delivery providers across the Netherlands. It competes for the same elderly Dutch meal-delivery buyer as Vers aan Tafel, although its model is curation/lead-gen rather than first-party production.

Emerging players

• CookUnity: CookUnity is a US-based chef-prepared frozen meal subscription service with a strong elderly/health-conscious positioning. Comparable in chef-prepared frozen meals and nutritional differentiation, but operates a subscription model rather than Vers aan Tafel's pay-as-you-go model.
• Daily Harvest: Daily Harvest is a US direct-to-consumer frozen prepared food brand emphasizing clean-label, ready-to-heat meals. Comparable in flash-freeze / clean-label positioning and DTC direct delivery, though its menu skews toward smoothies and bowls rather than full dinners.
• Factor (Factor75): Factor is a US-based prepared frozen meal subscription service delivering chef-made, diet-segmented meals. Comparable business model (chef-prepared frozen meals, diet segmentation, subscription-style repeat ordering) but operating in North America rather than Europe.

Broad incumbents

• HelloFresh: HelloFresh is the largest meal-kit subscription operator globally and through its Uitgekookt brand competes directly with Vers aan Tafel in Dutch frozen meals. Comparable as the dominant incumbent in adjacent meal-subscription categories with overlapping customer intent (convenient home meals).
• Jumbo Supermarkten: Jumbo is the second-largest Dutch supermarket chain with prepared-meal offerings and home delivery. It competes for the same weekly meal-planning wallet as Vers aan Tafel, especially with its chef-prepared and convenience frozen ranges.
• Apetito Netherlands: Apetito is a large UK-headquartered frozen meal manufacturer and home-delivery operator with a Dutch presence. It overlaps with Vers aan Tafel in medical/care-meal categories and frozen prepared meal delivery, but operates at much greater scale and across institutional channels.
• Albert Heijn (AH bezorgt): Albert Heijn is the largest Dutch supermarket chain with a broad ready-meal assortment and nationwide grocery delivery. It competes with Vers aan Tafel for the household meal occasion, particularly among elderly customers who might otherwise order meal deliveries via grocery delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/versaantafelmaaltijden
• LinkedInlinkedin.com/company/vers-aan-tafel-maaltijdservice

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Vers aan Tafel