Daily Harvest Changed How We Eat

Do you ever find yourself rushing through your day, trying to juggle work, errands, and family life, only to grab whatever is quick but not quite right for your health?

This struggle for balance inspired Rachel Drori 🤗 to create Daily Harvest in 2015.

She knew firsthand that people wanted something healthier and faster than takeout but without the hours spent chopping, cooking, and cleaning up.

Imagine opening your freezer and finding a meal that’s ready in minutes, packed with the good stuff your body craves 🤤 That’s what Daily Harvest helps you do.

But how is Daily Harvest unique in a sea of such brands?

Let's see!

Market Entry

Daily Harvest is a food brand known for making healthy eating simple and accessible.

The company was founded in 2015 by Rachel Drori, who wanted to solve a common problem: finding quick, nutritious, and sustainable food options that fit into a busy lifestyle.

Drori’s inspiration came from her struggle to maintain healthy eating while juggling a busy schedule.

Her vision was to create a service that delivered ready-to-blend smoothies, soups, and other meals using high-quality, organic ingredients while minimizing the preparation time.

Before Daily Harvest, many people faced the challenge of choosing between convenience and health.

Fast food options were easy but lacked nutritional value, while healthy meals often required preparation time. Additionally, many existing frozen foods were not sustainable.

So, Daily Harvest aimed to bridge this gap between convenience and health. The company provided nutritious options by offering pre-portioned, frozen meals sourced from organic fruits and vegetables.

The best part is that you can prepare them within minutes.

The brand also emphasized sustainability by sourcing ingredients that support regenerative farming and using eco-friendly packaging. This approach simplified meal prep and addressed health and planet-conscious customers.

By focusing on people's health, Daily Harvest quickly gained attention for its innovative approach and has become a dominant player in the meal delivery industry.

The brand's commitment to quality and convenience allowed it to reach a valuation exceeding $1 billion. As of 2023, Daily Harvest expanded from its initial DTC model into over 1,100 retail locations.

What sets Daily Harvest apart is its strong focus on convenience without compromising on quality or health.

Unlike typical frozen meals that might be loaded with preservatives, Daily Harvest meals are made with clean, whole ingredients and are ready in minutes. This makes healthy eating attainable for busy people.

STP Analysis

Segmentation

Daily Harvest carefully divides its audience based on their needs and lifestyles. The primary group includes urban millennials aged 25 to 40 who are busy with careers but want to stay healthy.

These customers value quick, nutritious meals that fit their fast-paced lives. Another segment is health-conscious individuals who prefer plant-based diets and eco-friendly brands.

Daily Harvest also appeals to people who want to avoid processed food without spending hours in the kitchen.

Targeting

Daily Harvest focuses on premium customers who are willing to invest in quality and convenience. Its pricing, between $6 and $8 per serving, targets upper-middle-class and affluent consumers.

These customers see food not just as nutrition but as a lifestyle choice. For example, the brand’s eco-friendly packaging and plant-based focus resonate with people who care about sustainability.

This approach allows the brand to build a loyal customer base that values health and convenience.

Positioning

Daily Harvest is a leader in the plant-based, ready-to-eat meal space. Its tagline, “We take care of food, so food can take care of you,” shows its commitment to making life easier while promoting wellness.

Unlike traditional frozen foods, Daily Harvest emphasizes its flash-freezing method, which preserves nutrients. It gives customers a feeling of freshness and quality.

The brand sets itself apart in a crowded market by focusing on plant-based and eco-friendly values.

Marketing Mix

Product

Daily Harvest specializes in organic, plant-based meals, prioritizing health, convenience, and sustainability. Its products include smoothies, soups, flatbreads, and snacks.

For example, check out this video guide of how to make Daily Harvest Smoothie:

And there are many of such videos on their YouTube channel, Daily Harvest.

The brand adopts minimal processing and ensures ingredients retain their nutritional value. Sustainability is a core feature, with recyclable packaging and regenerative farming.

A unique aspect of its product design is its adaptability to dietary preferences, offering gluten-free, vegan, and allergen-free choices.

Price

Daily Harvest used a premium pricing strategy. That is due to the cost of sourcing sustainable ingredients and delivering them directly to customers.

For example, smoothies cost around $7.99 each, and larger meal items cost between $8.99 and $11.99. This model targets health-conscious individuals willing to invest in quality food solutions.

Additionally, subscription plans provide cost benefits, encouraging customer loyalty and repeat purchases.

Place

Initially operating exclusively through its Direct-to-Consumer (DTC) model, Daily Harvest expanded into brick-and-mortar retail in 2023.

Products are now available at major retailers such as Kroger, Wegmans, and Costco. This dual-channel strategy allows the brand to serve online convenience seekers and traditional shoppers.

Daily Harvest’s focus on frozen food ensures storage and transport across distribution channels for product quality.

Promotion

Daily Harvest’s promotion strategy is digitally driven. They use social media and influencer partnerships to build an online presence.

Look at how mouth-watering this picture on their IG page is:

And here’s a post it did in collaboration with an influencer:

thefoxsaystwins

View more on Instagram

The brand creates impressive, health-focused content to engage audiences on various social platforms. Customer testimonials, targeted email marketing, and strategic ad placements amplify the brand's reach.

Plus, the company has adopted Media Mix Modeling (MMM) to optimize spending across channels. These efforts aim to maximize ROI while scaling their audience reach.

One of the notable moves by the brand includes:

• NYC and LA Marathon Pop-Up Event

In 2021, Daily Harvest launched an experiential marketing campaign by setting up a branded food truck at the NYC and LA marathons.

This strategic move was to introduce their new product line - healthy, bite-sized snacks - directly to their target audience. The campaign focused on reaching thousands of marathon participants and spectators.

Why did it perform better?

The campaign worked due to its immersive, in-person engagement. By distributing over 3,000 servings of its new snack flavors, Daily Harvest connected with its audience and created a positive brand experience.

This method leveraged word-of-mouth and social media buzz, turning event participants into brand advocates. The pop-up approach capitalized on a high-energy, health-conscious setting.

What can we learn from it?

Note the power of experiential marketing in creating lasting brand impressions. Engaging directly with consumers in relevant high-traffic scenarios can turn passive awareness into active interest.

Additionally, integrating product sampling within events that align with brand values (e.g., health and fitness) can amplify engagement and build brand loyalty.

Final Thoughts

Daily Harvest’s success lies in its ability to blend health, convenience, and sustainability.

By leveraging a DTC model, it has disrupted the frozen food category and established itself as a pioneer in plant-based meals. However, the growth will depend on addressing logistics challenges and expanding into retail to capture a larger market share.

Let's see if you can answer these (we will feature the best ones in the following newsletter):

1. How can you create a marketing strategy that stays true to your brand’s values while still appealing to your target audience’s changing needs?

2. What are some innovative ways to build a deeper connection with your audience, similar to how Daily Harvest used personal storytelling and sustainability to enhance trust and brand loyalty?