My Food Bag targets middle New Zealand

Bargain Box provides a cheaper alternative for families on a budget.

My Food Bag has launched a cheaper product to encourage families to try its home delivery food service “without the frills.”

The New Zealand-based company, which has reported revenue of more than $100 million, delivers recipes and ingredients to households on a subscription basis.

Its new product, Bargain Box, has options that feed four or six adults for a slight discount off the regular My Food Bag cost.

The average no-frills Bargain Box meal starts at $5.30 per plate while the more gourmet My Food Bag starts at $6.60 per plate.

The launch is being supported by a full campaign of product trial, online, social, public relations, promotions and eventually above-the-line advertising, founder and co-chief executive Cecilia Robinson says.

“This is a new brand for us and while the launch budgets are confidential I can confirm we are giving it significant attention,” she says.

It seems Bargain Box doesn’t indicate a change of focus for My Food Bag, with Ms Robinson insisting the existing offering is tracking well but she acknowledges the new product caters for a much larger audience.

“We believe there are half a million Kiwi households that fall into the Bargain Box profile,” she says.

My Food Bag says it has 40,000 customers but won’t be drawn on how many of those use its subscription services regularly.

Shareholders of the company include businesswoman Theresa Gattung and former Saatchi & Saatchi chairman Kevin Roberts.

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