Parsley Box: Targeted at baby boomers, this Edinburgh meal delivery service secures £5M for growth

ParsleyBox Image credits: ParsleyBox

Parsley Box is an Edinburgh-based direct-to-consumer service, which provides ambient ready meals focused on the underserved baby boomer demographic. The company just received fresh funding focused on its growth.

Investment from Mobeus

The Edinburgh-based nutrition brand has completed a £5M funding round led by Mobeus Equity Partners. The funding comes after raising £4.6M last year from the same institutional investor. The investment also comes from existing and new investors, including some Scottish entrepreneurs. It will be channelled for the rapid expansion of the service, investment towards growth and to make Parsley Box a household brand.

Furthermore, the nutrition brand will use the funding as an opportunity to provide ambient ready meals to the fast-growing segment of the UK population.

Josh Henshaw, who worked with Mobeus Non-Executive Director Bob Henry on the deal, said: “Stellar growth at Parsley Box has outperformed our original investment case and this new funding will provide headroom for further expansion. Mobeus is delighted to have invested in such a well-run, customer-focused, fast-growing business.”

Healthy and convenient meal option

By 2050, 25% of the UK population is projected to be 65 and over and this rapidly-growing demographic is sold on the benefits of convenience as much as any other. This is where Parsley Box plays a significant role by delivering nutritious, quick and simple to cook. It enables customers to retain a high level of independence.

Best-selling dishes of Parsley Box include Cottage Pie, Lamb Hotpot, Lasagne, Sweet and Sour Chicken and Beef Stew from a menu of over 60 main meals and a range of desserts, cakes, wines, spirits and more. These are to customers delivered in single-serve portions.

Kevin Dorren, Parsley Box Chief Executive Officer, said: “Our customers are enjoying freedom from responsibilities, they increasingly want convenience, don’t want to be tied to a cooker and are very much part of the behavioural revolution buying food online for home delivery.”

Over one million monthly meal deliveries

Established by Gordon MacAulay and Adrienne MacAulay in 2017, Parsley Box was highlighted as one of the Sunday Times Fast Track Ones to Watch in this year’s Sunday Times Fast Track 100. Its revenue has more than tripled from £7.4M in 2019 to £24.5M in 2020 with over one million meals delivered each month.