Clean Kitchen (yummy)

Yummy, previously branded Clean Kitchen, is an Estonian meal-kit box service. It delivers boxes containing fresh, pre-measured and quality-checked ingredients grouped by recipe, together with simple step-by-step recipes, so customers can cook at home without meal planning or grocery shopping. Boxes state nutritional values clearly and use freshly sourced, seasonal ingredients.

Customers choose from a recipe selection that is refreshed weekly; the service pre-selects dishes based on stated taste preferences, and those selections can be changed. Boxes are offered in two sizes depending on the number of people being cooked for. The company positions the offering around flexible, low-commitment ordering: weeks can be skipped and subscriptions paused at any time.

Business model

Recurring box orders in which customers subscribe to weekly deliveries of recipe-and-ingredient kits, with the ability to skip weeks or pause at any time, and a choice of two box sizes based on household size.

Revenue from customer payments for meal-kit boxes ordered on a flexible, pausable subscription basis, with free delivery across Estonia and introductory discounting on the first box.