You tell them about your pet...and they'll give you a customised meal plan and meal delivery.
Background: Marley Spoon is the ASX-listed home meal-kit company that launched back in 2014. 2020 was a pretty great year for them. The crew almost doubled the number of Aussie customers (thanks COVID).
What happened: Investors became pretty cautious as the world opened up, less people will wanna cook for themselves. And then, Woolies pulled the pin on their investment in Marley Spoon a few weeks ago. Ouch.
What else: But now, Marley Spoon has started a new biz called bezzie (like bestie), to deliver pet food for ya furry friends. You tell them about your pet...and they’ll give you a customised meal plan and meal delivery.
💡Premiumisation is when companies emphasise the quality and exclusivity of a particular brand or product. And this phenomenon has hit the pet food market. Hard.
💡In 2020, Aussies spent 35% more time with their pets. On top of that, people are delaying marriage and kids. So instead of real babies, we have fur babies.
💡This humanisation of pets has led to premiumisation in pet food. Move over dry biscuits, Henry the Cavoodle wants Wagyu beef. In fact, pet owners are spending around $21.9 billion on their fur babies each year.
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