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Dinnerly expands budget-friendly meal kit service

Two weeks after launching its budget-friendly meal delivery service, Dinnerly is set to double the number of weekly recipes it offers to six.

The menu will soon allow customers to pick-and-choose which meals they want delivered, including vegetarian options.

Founded by the team behind existing global meal kit delivery service, Marley Spoon, Dinnerly aims to lock down the lower end of the meal-in-a-box market by offering dinners for less than $6 per adult serving. Shipping is $8.95 per box.

Dinnerly said it uses the same suppliers as Marley Spoon to provide quality, seasonal and – where possible – local ingredients, but it saves money by reducing the amount of packaging it uses. Ingredients for the week’s meals are sent all together in a single box, rather than bagged individually within the box.

The meal kit provider also sends its recipes digitally via email, rather than printing them out on cards, saving both money and resources. And the recipes themselves are simpler, making use of fewer ingredients, which reduces the overall cost to consumers.

“The average family household cannot afford current meal kit offerings at $10 per portion, Dinnerly is almost half this!” said Marley Spoon co-founder Rolf Weber.

Cost is seen as a major factor in the high churn rate among meal kit providers, which typically offer customers a week of free or heavily discounted meals to sign up, only to lose the majority when the discount no longer applies.

Indeed, the same day Dinnerly launched in Australia in NSW, VIC, QLD and ACT, another local meal kit provider, Aussie Farmers Direct, went into administration after 13 years of operations.

But co-founders Rolf Weber and Dave Malcolm of Marley Spoon, said Dinnerly has already had success in the hotly contested US market, where it debuted last year.

Meanwhile, parent company Marley Spoon recently announced a partnership with AmazonFresh in Germany to offer meal-in-a-box options for Prime members.

Amazon customers in Berlin, Potsdam, Hamburg and Munich can choose from eight Marley Spoon recipes, either for a single evening or multiple meals during the week. Same-day shipping is available on orders made before 12pm.

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