Diet Chef offers consumers who are overweight or obese a highly convenient, affordable, effective and sustainable weight loss solution.
Designed to meet recommended Government guidelines on weight loss, consumers are particularly attracted to the Diet Chef proposition because it offers them
a broad range of chef-prepared meals (with no additives or preservatives) that they can
simply heat and eat, delivered to their door.
The business was founded by Kevin Dorren and Andrew Veitch in 2008 and has grown significantly in the UK where over 60% of adults are overweight or obese.
With sales achieving double digit growth, the founders of Diet Chef wanted to partner with Piper to help them successfully transition from an entrepreneurial driven business, to a professionally managed and highly profitable leader in the UK diet market.
With Piper’s involvement key areas of the business were enhanced, with the recruitment of a Chairman highly experienced in the rapid growth of online businesses and the expansion of the senior management team with new Heads of Finance, E Commerce and Marketing; consumer insights from Piper’s due diligence led to the re-branding and repackaging of the brand to be more appealing to customers; the business focuses on improved margins and a strengthening of the supplier base.
|2008||Diet Chef is founded in Edinburgh, in a garage|
|2009||Sales rise to £5m|
|2010||Piper invests for a significant minority stake. New brand identity and packaging is introduced|
|2011||Growth requires the business to expand into new warehousing. Piper introduced Chairman. Lauched into Germany|
|2013||Diet Chef launches trials in the USA and with a major UK supermarket|