The Rise of Ready-Made Meals: Convenience at a Cost?

The story of ready-made meals dates back to the 1950s with the launch of TV dinners, which offered a revolution in convenience.

Initially designed to save time for busy households, they were the precursor to today’s booming subscription-based ready-made meal market. Brands now promise even more—healthier meals, meat-free options, no washing up, less hassle, and significant time savings…delivered to your door. But while convenience has reached new heights, it raises concerns about increased waste, the decline of fresh cooking, and the potential loss of mindfulness in eating.

The Promise of Convenience

Brands like Frive, Planthood, and Allplants offer pre-prepared meals marketed as healthy, hassle-free options for busy consumers. These companies focus on ready-made, nutritious meals with little preparation required, allowing people to enjoy restaurant-quality dishes at home. For brands like HelloFresh and Gousto, meal kits provide a balance between convenience and fresh cooking, with pre-portioned ingredients that encourage users to prepare meals without the burden of planning.

Frive specifically targets fitness and health-conscious customers, while Planthood and Allplants focus on plant-based meals to cater to the growing demand for vegan options. These brands have seen success by offering products that match modern consumer values—convenience, health, and sustainability.

The Hidden Costs: Waste and Environmental Impact

Despite their eco-conscious messaging, these brands still generate significant packaging waste. Whether it’s Frive’s biodegradable containers or Gousto and HelloFresh’s pre-portioned packaging, the increase in single-use materials remains a challenge. Even the most sustainable packaging adds to the growing waste problem, especially as more consumers turn to ready-made meals.

In particular, Planty and Allplants emphasize environmental benefits through plant-based diets. However, shipping these meals long distances and the need for refrigeration add to their carbon footprint. While these brands aim for reduced environmental impact, the overall waste and energy required for production and transport complicate the equation.

The Decline of Fresh Cooking and Mindfulness

Ready-made meals are also contributing to a shift away from home-cooked meals, where people engage with fresh ingredients and mindful preparation. Brands like HelloFresh and Gousto, which still require cooking, offer a middle ground. But companies like Frive and Allplants deliver meals that take less than 10 minutes to heat, leaving little room for creativity or connection with food.

Fresh cooking allows for mindfulness—an activity that involves the senses, encourages relaxation, and fosters a connection to what we eat. In contrast, these quick, heat-and-serve options turn meals into another task, reducing the joy and mindfulness that comes with preparing food from scratch.

USPs: A Breakdown of What Makes These Brands Stand Out

While all these brands cater to convenience, they have unique selling points:

• Frive focuses on fitness, offering nutritionally balanced meals for health enthusiasts.
• Planthood emphasizes plant-based, gourmet meals designed for flavor and variety.
• Allplants targets the eco-conscious consumer with frozen, plant-based meals that have a long shelf life.
• HelloFresh and Gousto offer meal kits, which require cooking but save time on planning and shopping.
• Planty also focuses on plant-based convenience but highlights eco-friendly packaging and easy preparation.

The Case for Balance

As ready-made meals become a staple in modern households, it’s clear that they address a real need for convenience and healthier options. But as the market grows, consumers must remain aware of the environmental impact, the decline of fresh cooking, and the potential for mindless eating.

Perhaps the solution lies in balance—combining the convenience of ready-made meals with the joy and mindfulness of fresh cooking. By using these options strategically and continuing to prioritise sustainable choices, both brands and consumers can work together to mitigate the hidden costs of convenience.