TechCrunch: Thistle launches meal kits to make nutritious baby food at home
Food delivery startup Thistle was never in the business of making meal kits, those boxes of pre-measured ingredients and recipes to help customers cook at home. The startup’s married cofounders, Ashwin Cheriyan and Shiri Avnery, thought that prepared meals, ready-to-heat or raw and ready-to-eat, were a better fit for their busy customers. Meal kits, they said, felt like time consuming and frustrating cooking lessons when they tried them personally.
But the startup has made an exception and is launching Thistle Baby meal kits for busy parents who want to make nutritious foods for their babies and toddlers at home. Avnery said, “When I became a mom, I would buy things at the grocery and feel like they were not up to my quality standards all the time. Even a lot of the healthier options are over-processed, pureed, with a watery consistency. They also don’t taste like real fruits or veggies. And you’re left wondering how long this has been on the shelf and in what kind of conditions.”