The concept of dinnerkits has steadily grown in Europe and North America over the last few years. The idea is that you, instead of having to buy the ingredients at a store, will get them delivered to your door in just the right amounts to cook a delicious meal for the whole family. The dinnerkit has been around since 2007 when the Swedish company Middagsfrid started to deliver nutritious and fresh ingredients once a week to their customers. Several other companies followed in their footsteps, and today tens of thousands of people in Northern Europe get the ingredients for their weekday meals delivered in a bag on their doorstep every Sunday.

So what is the reason for the success of the dinnerkit?

First of all, a dinnerkit saves you time. Today, all members of the family are out of the house during the day, working or going to school, which leaves no one home to shop and prepare healthy yet tasteful meals day after day. To have to run into a supermarket after work every day leaves little time for actual cooking, and perhaps even less time to sit down with the whole family and enjoy the meal in peace. The other option is to take the car and go shopping for the whole week, but that requires quite a bit of planning if you have high demands of the food that you and your family are eating. To come up with creative, healthy meals for each day of the week, that will be approved by all members of the family is not that easy after all. So to have professionals, i.e. nutritionists and chefs, plan your meals for you and then deliver the necessary products to your door once a week might feel like a luxury you can’t afford. Until you see the actual prices, which really aren’t that expensive compared to the supermarket.