Ready meal brand Earth Company has launched this week aiming to reduce chronic disease through providing nutritious, accessible plant-based food.

The company’s mission is to make nutritionally complete plant-based meals accessible to consumers while tackling industry challenges of scale and cost.

Based in New York, US, and founded by entrepreneur Max Koenig and celebrity chef Matthew Kenney, the company will enter the market with a line of ‘warm bowls’ including curry, chilli and bolognese options, shipped to consumers ready to eat.

The warm bowls start at $6 or less, can be prepared in three minutes, and encompass a “comprehensive approach to health”, targeting energy, mental clarity and immunity as well as cardiovascular, metabolic and gut health.

Earth Company said it incorporates the latest scientific findings on human health to deliver optimal amounts of vitamins, minerals, superfoods and prebiotics in a convenient daily serving. The meals also contain complex carbohydrates, essential fatty acids, protein and fibre, combining over 80 nutrients.

Max Koenig, co-founder and CEO commented: “We found that many consumers are weary of converting to a plant-based diet, despite the proven personal and environmental benefits, because they don’t want to sacrifice convenience or taste.”

Koenig added that existing options are limited and require extensive time in the kitchen, but that Earth Company aims to provide a solution in a way that isn’t “overwhelming, nor a huge investment of their time or money”.

In 2022, the company conducted a test launch nationwide and confirmed that the four launches sold out within a week. Post-launch, Earth Company said it has a waiting list with increased demand for new products.

All products have a shelf life of over a year, and the company utilises produce that would typically be discarded to combat food waste. Products are also packaged in reusable jars and home-compostable packaging.

As the company expands its product range in the coming months, it aims to offer an entire day’s worth of meals and nutrition for $10 with plans to expand its product offerings into other meals and dishes.

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