Timo Boldt

How many boxes would they buy?

But yeah, we had to pump so much money into marketing to just gain kind of category awareness, brand awareness, to stand out, to make the product better, to build operations out.

It was very, very capital intense.

Yeah.

Look, you choose whatever you like to eat.

Quick meals, family-friendly, high-protein, whatever you like to eat, you choose.

We've got 150-plus recipes on the menu.

We then deliver...

the exact portions, so you still have to cook, you have no food waste, you save time, it's healthier.

And then from a backend perspective, we try to have as little stock as possible.

As the orders come in, we place orders with our farmers, suppliers.

Obviously, now we have long-term partnerships, so they have certainty.

We use AI to forecast exactly what we need.

And then we have these big factories

that package up everything.

We do some manufacturing.

So we buy trucks of rice, put it through form filler machines, churn out packages just for you.

And then you get everything you need in a box.

The box is compartmentalized.

There's kind of an ice department in there.