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Sunbasket Research
1. Kenzie Schaben
Ad Campaigns
Sunbasket Market and Target Research
Introduction
The meal-kit market is booming in success and Sunbasket is here to capitalize on the
potential of what it means to provide. Providing time, health, and care to its current and potential
customers. By obtaining the freshest ingredients from those that care to provide they can help the
world get back on track to a healthy lifestyle by starting with what is on their fork. Sunbasket can
be a source of love and allow its customers to thrive in their own homes.
The Meal Kit Marketplace
Companies across the world took a hit and suffered during the pandemic, but the meal kit
industry thrived. The global meal kit industry has had a recent boom in response to the growing
consumer demand for convenient and healthy meals at affordable prices in response to the
COVID-19 pandemic. The success of meal kits has accelerated because people are spending
more time at home than ever. Time is a big reason why people turn to meal kit subscription
services. They want a way to spend more time with those they love rather than worrying about
meal planning, grocery shopping, and cooking to get to the time of love. Roughly 7 in every 10
customers of meal kits said that they would continue to use meal kits after the pandemic which
suggests that the consumers’ grocery shopping and cooking habits have permanently changed
towards the use of meal kits.
In today’s world state meal kits are seen as a cheaper and healthier option. The rapid
market growth in 2020 created a strong basis for competition. Numerous companies expanded
and joined the meal kit market over the past few years. They are taking advantage of the
2. expanding market to capitalize on the potential and profit available. People buy meal kits
because they want to save time whether that be to save time for meal planning or time shopping:
they just want to save time. If we learned anything from the pandemic it would be that time spent
with those you love is valuable and should be cherished. Meal kits also allow the customer to try
new cuisine that they may have been scared to try otherwise.
The reality of the market is that running a meal kit company is expensive. There are
operational and supply-chain costs, marketing costs, and logistical costs. They want to provide
the freshest foods, however, all of that comes at a cost. The biggest challenge is to determine and
figure out how to obtain the freshest foods at a low rate so that they can keep their subscription
cost affordable as well.
Sunbasket
Sunbasket is previously known as Sun Basket was founded in 2014 by chef Justine Kelly,
tech entrepreneur Adam Zbar, Tyler MacNiven, and George Nachtrieb. Its mission is to
empower people to live their healthiest lives by starting with what is on their forks. They are a
leading food delivery company that knows healthy food should taste good no matter your dietary
restrictions. They offer their subscribers a variety of meal plans including Chef's Choice, Paleo,
Lean & Clean, Gluten-Free, Vegetarian, Pescatarian, Mediterranean, Diabetes-Friendly, Fresh &
Ready, Pre-Prepped, and Carb-Conscious.
Sunbasket reimagined its identity as a full-service food delivery company that encourages
everyone to live their healthiest life starting with the food that they eat. They believe it is
important to expand beyond just being a part of the meal kit category. They are more than a
category; the brand has broadened its appeal to deliver for all occasions. Food plays an important
role in our physical, mental, and social health. Sunbasket believes that leading a healthy lifestyle
3. should be easy, convenient, and delicious to keep ourselves on track to a healthy and happy life.
Sunbasket has positioned itself as being a reliable company. They may have repositioned
themselves, but they made sure that the values and quality were going to change. They will
continue to cater to various dietary preferences and health needs to cater to everyone.
Sunbasket’s visual identity showcases how the best foods work together in perfect
harmony to create an environment for delicious ingredients to grow and flourish, paired with the
creativity of the brand’s award-winning chefs. The brand capitalizes on everything that
Sunbasket stands for: human connections, warm, rich energy, and a wonderful meal around the
table. Sunbasket wants its service to bring people together in and out of the kitchen.
Sunbasket is a new look at what it means to be a meal kit company. Sunbasket is different
from any other meal-kit service because they are thinking beyond the profit. To Sunbasket the
ingredients matter because delicious food starts with delicious ingredients. They make sure to
work with the best farmers, ranchers, and fishermen who care for the land and animals in their
care: which is why they strive to use 100% organic fresh produce. Sunbasket is not only thinking
about the next meal but 1.000 meals from now and how sustainable it is for their company.
Providing a service that is delivered straight to your doorstep is reducing the time of grocery
shopping and generating fewer carbon emissions by doing so. Another way that they are trying to
protect the planet is by working towards creating 100% recyclable and compostable packaging.
They are moving forward by giving back. Sunbasket donates food to Second Harvest Food Bank,
Farmers Against Hunger, Hope Food Pantry, and several other non-profits providing healthy
food to underserved communities.
Target Audience
4. Consumers are 1.2x more likely to seek quick-and-easy solutions, 1.4x more likely to
partake in meal planning, and 1.7x more likely to admit they need help in the kitchen. Customers
want a convenient and affordable option for making food. They want an option that will save
them time to do more with their life. The generation that is in the target audience is primarily
Millennials and Gen X more specifically people aged between 25 and 44 years old. The target
audience has an average income of 80k+, education of a 4-year degree + and is either self-
employed or full time. A lot of the people getting meal kits also have a family with young
children. Young children are active and take up a lot of time which is a perfect reason for
needing meal kits as an option to help out. Geographically a lot of the people subscribing to meal
kits are in the UK. Many places throughout the US are grasping the subscription service, but a lot
of their customers are from the UK. The service is relying heavily on those that refer others to
the service as new potential customers. I cannot locate specific places that would be a target
place for meal kits.
Target audience
Those who seek quick-and-easy solutions are bad in the kitchen.
Generation: Millennials and Gen X
Age: Between 25 and 44-year-old
Education: 4-year degree +
Family: has small children
Employment: full time or self-employed
Message Objective
Sunbasket can provide the time you need to do the things you love.
5. By being a Sunbasket subscriber you are saving time and money to be able to be with
those that you love. You are not worrying so much about when you will go grocery shopping or
what you will make because Sunbasket provides that for you. You will be able to spend more
time being present in each moment and taking in each precious moment of life.
