RE: IPO6 Apr 2021 10:55
I read the prospectus and other documents via Primary Bid before the IPO and didn't really like it. I though the pitch very confused - talked about the target market being relatively wealthy and with a high disposable income, then later pitched their meals as a budget value proposition. And later still compared the £/kg price of their meals versus competitors - actually quite expensive due to small portion sizes.
The business doesn't make any money.
They don't make the meals themselves, it's all contract manufactured. So basically anyone can copy the model.
There's nothing unique about their meals other than they aren't frozen or chilled. I guess this makes them easier to send to people, and cheaper to store but the end customer isn't really going to give a fig about that.
Was round at my parents house (in their 70's, so target demography), Times open on the table which I was idly flicking through, advert for Parsley box. "Ugh, don't they look horrible?" says mum unprompted by me. To her it's synonymous with the Wiltshire Farms Foods mush she got served in hospital.
I think the affluent are more likely to go for something like Mindful Chef (though may parents scratch cook everything, always have and I think always will).
It's just ready meals isn't it? And you can order up very nice ready meals from the supermarket if that's what you want.
I think actually they should be targetting the outdoor pursuits market - can see a market for stuff you can take on a camp or long distance hike that doesn't need to be kept cold. Smaller potential market, but you could achieve much higher margins there.