MunchFit operates cafes inside the high-end gyms, provides meal plans tailored to fitness goals and sells its ready-to-eat dishes – which are assessed by a sports nutritionist to Anthony Joshua – on Amazon Fresh and in Planet Organic.
Founded by personal trainer Angus Fay in 2013 with just £500 and the the idea of “steering clients away from Pret baguettes”, the firm saw a £1.6 million turnover in 2019-20. It previously raised around £710,000 from investors.
Fay hopes to use new Crowdfunding cash to expand into major supermarket chains, open five more fitness cafes, and grow MunchFit’s online presence.
Matthews said he is investing because he believes that the market for fitness food will continue to expand post-pandemic as consumers focus on health and wellbeing.
He found out about the brand while on his own weight loss and fitness program earlier this year.
Matthews told the Standard: “The decision to invest in MunchFit practically made itself.
“When a product works that well it’s hard to ignore. Also, having met Angus, I believe in his plan and his ability to deliver it.”
Fay is confident the cash could allow the brand to increase production by 400%. It currently allows customers to order up to four meals a day, six days a week, with all meals prepared in London kitchens.
He said: “There is an increasing appetite for high quality, health-conscious products – and we’re confident that MunchFit can deliver more than healthy returns.”
Meal delivery has soared during the pandemic. Healthy meal kit delivery firm Hello Fresh saw revenues more than double year-on-year to €3.75 billion in 2020, and over-60s meal delivery firm Parsley Box is planning to float on AIM in an IPO expected to value the company at around £80 million following its own boom.