Oscar-winning actress Gwyneth Paltrow and tennis Grand Slam champion Serena Williams are among the investors to back frozen food delivery service Daily Harvest.
The stars are part of the company’s series A round that also includes Collaborative Fund, WME Ventures, 14W and Rubicon Venture Capital.
The American start-up, which was founded in 2015, delivers frozen smoothies, soups and overnight oats directly to customers’ homes.
Founder and CEO of Daily Harvest Rachel Drori said: “Serena and Gwyneth immediately understood our mission to provide convenient foods without nutritional compromise, and their passion for what we are building will make them instrumental members of our investment team.
“As we continue to grow the Daily Harvest brand, partnering with like-minded investors furthers our mission to redefine the frozen food category. We’re excited to educate and inspire Americans across the country to incorporate healthier foods into their busy lives.”
Serena Williams said: “I invest in businesses that operate with sincerity and integrity and deliver a pure and uncompromised product. Daily Harvest reflects this strategy through both the team of employees and investors Rachel has developed, as well as delicious, healthy and convenient food.
“I’m excited about Daily Harvest’s future as a female-led business and I look forward to helping more people gain access to nutritious meals.”
Since its launch, Daily Harvest has delivered over 1 million smoothies to customers across the US.
It offers 23 flavour combinations of smoothies, soups and activated bowls. Each cup contains superfoods and organic fruit and vegetables and is portioned so that consumers only have to take one out the freezer and blend, heat or soak.
The meal kit industry has seen significant growth in recent years with startups looking to distinguish themselves from the competition with unique products.
Last month Unilever announced an investment in US meal delivery firm Sun Basket which focuses on organic ingredients alongside a recipe. This was followed just days later by Campbell’s revealing a $10 million funding venture in upstart Chef’d.
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