British vegan meal kit startup Grubby has introduced its debut frozen ready meal range, bringing back the Allplants recipes it acquired earlier this year.
UK meal delivery firm Grubby has brought back the vegan ready meal range of Allplants, nearly six months after buying its recipe and manufacturing IP.
The line of nine products marks Grubby’s first foray into the frozen meal space, and is a recreation of the original Allplants recipes, with a clean and bold packaging refresh. Each of the meals is high in protein, fibre and plant diversity, aligning with the UK’s appetite for whole-food options and the ‘30 plants a week‘ movement.
“We promised to bring the much-loved allplants products back to life for customers and, after months of hard work, we are delighted to deliver on our commitment,” said Grubby founder and CEO Martin Holden-White.
Grubby goes big on protein, fibre, and plant points
Allplants had raised £67M, amassed nearly 200,000 Instagram followers, and sold six million meals within the first three months of its retail debut in November 2022. But losses mounted for the firm due to inflation, supply chain disruptions, and rising interest rates, forcing it into administration last November.
In February, Ella and Matthew Mills – who sold their Deliciously Ella brand to Hero Group in 2024 – took over Allplants’s brand assets and merged it with their Plants label. But the deal did not include Allplants’s products, recipes or manufacturing methods, which were bought by Grubby shortly after.
“The incredible work [Allplants co-founder] Jonathan Petrides and his team did in developing these dishes was a true asset of the brand, and we’re delighted that they will live on, with a refreshed Grubby spin as part of our exciting expansion into ready meals,” said Holden-White.
Five of the relaunched meals – cashew mac and greens, Tex Mex protein bowl, tofu saag curry, miso-tamari Buddha bowl, and spicy Szechuan noodles – have been soft-launched on Grubby’s website this week. The other four include a harissa cauliflower grain bowl, chickpea apricot tagine, tempeh rainbow buddha bowl, and creamy ‘nduja rigatoni.
The meals can be cooked in the microwave, oven or pan in minutes, and are targeted towards “busy, health-conscious urban professionals”. They have an average of 23g of protein, 13 plant points, and 10g of fibre (though the protein content ranges from 18g all the way up to 33g).
They can be added to existing Grubby meal kit subscriptions as extras, or purchased as a standalone frozen meal subscription. They start from £4.84 per serving for 15–16 meals, with 25% off for new subscribers, and will begin shipping on August 22.
Grubby competes with Plants on Allplants revival
“This launch represents an exciting evolution for Grubby,” said Holden-White. “We’ve always believed eating more plants should be effortless, delicious, and genuinely impactful. With our new ready meals, we’re making it easier than ever for people to enjoy exceptional plant-powered food without compromising on taste or convenience.”
The 2019-founded startup has sold over 100,000 meal kits. In March, it reported year-to-date revenue growth of 21%, thanks mainly to improved customer retention, with one-year retention up by 140% in the previous 12 months. Grubby’s EBITDA – revenue excluding all non-operational expenses – also improved by 56% year-on-year.
The company is set to expand to 15 frozen meal products by the end of the year, and also has plans for a retail launch in motion. These moves are intended to bring Grubby closer to its goal of breaking even in 2026.
Allplants’s revival is in full flow, with Plants also announcing a frozen meal range with a new-look Allplants logo, which will be available from August 26. The 10-strong lineup includes aubergine parmigiana, canellini bean mac and greens, and a spicy harissa and chickpea stew, with each product priced between £4.50 and £6.
“You’ll be able to get them from some of your favourite retailers, as well as coming straight to your door, and we have been cooking, tasting, testing, experimenting with all sorts of amazing flavours to get a range that really is so delicious,” Mills said on Instagram earlier this month. “But we’ve also been working on our branding as well, and how we bring Plants and Allplants together.”
Grubby and Allplants have unique strategies to build on Allplants’s success, but will there be space for both brands? It remains to be seen, but with veg-based ready meals being the most frequently consumed plant-based products in the UK, the tide is in their favour.
“A bit of healthy competition is great for the category,” Holden-White said. “And ultimately, it just means more plant-based options on more plates. I’m looking forward to the friendly fight.”
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