Between 2017 and 2020, the meal kit market in the UK more than doubled in size; the current value of the convenience business sits at £1 billion (up from £420 million in 2017) and the recipe subscription box market is forecast to continue its rapid growth in the coming years.

Convenience is at the heart of the busy southerner’s daily food routine. Early wake-ups, commuting, navigating back to back meetings, attending social events and maintaining a healthy family life so often makes up the bulk of our daily lives.

However, dinner around the table needn't be an arduous task, nor an unhealthy one should convenience food be considered.

Que busy mum and wife, Jennifer Irvine, whose healthy living journey began 18 years ago when she founded Pure Package.

In the early 00s, Jenny was a busy career woman with little time to focus on healthy eating and sustaining her body with nutritious, high-quality food: “For me, eating healthily while enjoying what I ate had become a myth.” says Jenny.

“Being extremely busy, I noticed how much less importance was given to what I ate. Wishing for nutritional, tasty food prepared by experts, I knew there would be other people out there needing the same.”

In its infancy, Pure Package was a tailored healthy option of the ‘meals on wheels’ concept in London. Fast forward to 2022, it’s a roaring success, with royalty, Hollywood actors, supermodels and celebrity clients such as Stephen Fry saying how “thrilled with the ease and quality of the service and results” he is.

“When it was revealed in the press that Stephen Fry had lost five stone and used our services, I contacted him and he was happy to go on the record as saying that he was thrilled with the ease and quality of the service and results. I was so relieved and reassured that I shed a few tears!”

Convenience rules the food business in the UK: British supermarkets, online retailers, and food start-ups have been developing new food and recipe delivery concepts that will save their customers time, money, and effort and Jenny’s second business venture, Balance Box, is no different.

“Seeing the reception of Pure Package in London, and the demand for a similar service nationwide, I decided to create something that was more accessible, this is Balance Box. It offers twice-weekly delivery of all meals. There is no need to shop or chop, we literally do it all!”

Comprising of three (labelled by day of the week) dishes per day plus two snacks, the box is the only answer to healthier eating on-the-go. Prepared by chefs for you, there are three packages to choose from: 3-day, 4-day and everyday boxes.

Having the option was crucial in Jenny’s business model: “Balance Box is perfect for foodies who want to enjoy a variety of different, fresh meals and don’t have the self-control or expertise or time to do it themselves.”

Options include ‘Vegetarian’, ‘Pescatarian’, ‘Lighter plan’ (for people with weight loss goals), and the tastier ‘Classic’ package.

“Eating one healthy meal is a good start,” says Jenny, “but does not transform a person. We all know that health is not about starvation or deprivation but balance and nourishment.”

Menus can include high protein snacks such as a homemade cashew, coconut and date bar or a fresh apricot bircher with muesli and mango topping.

Dinner is anything but drab: feast on a tandoori-spiced halloumi and Bombay cauliflower with a yoghurt and rose harissa dressing or dine on a Massaman, free-range chicken curry served with green beans, red peppers and brown rice. Whichever box you select, it will be made with your requirements in mind.*

The success of Pure Package and Balance Box reinforces the notion that health is king for many a discerning British consumer. Our bodies carry us through life and eating well is key to a healthy mind.

Jenny agrees: “I want consumers to see healthy eating as a wonderful thing for their bodies. Heavily processed foods should be seen as a punishment, not a treat.

“Every one of our clients is on a personal journey and we love being on that journey with them.”

For more information and to order a Balance Box, please visit www.balancebox.com

* For all allergy-related queries, please contact a member of the Pure Package team.