Daily Harvest is a disruptive frozen meal delivery service whose ingredients are built on healthy, plant-based foods. The startup offers healthy food delivered to your door, ready to be whipped up and prepared in minutes. The company was founded by Rachel Driori in 2014. Driori, a graduate of Columbia Business School who had entered the corporate workforce, noticed that she was having difficulty finding the time to source and prepare nutritious foods. She began to resort to frozen meals, but quickly realized that such meals often contained highly processed ingredients. Daily Harvest was established to provide those on the go an alternative to what was available on the market: a frozen meal of healthy, whole, unprocessed foods. The company prides itself on the mission that eating well doesn’t have to be sacrificed for quickness and ease.
Because Daily Harvest reduces the cognitive load of cooking and preparing your own food, the service reflects the design principle of psychopleasure. Daily Harvest also embodies the design principle of ideopleasure, as it gently reminds consumers that the value of health and wellbeing doesn’t have to be sacrificed for quickness and ease. Even if you’re extremely busy and your workload is heavy, Daily Harvest grants you access to healthy food without compromising your value system. The product is designed to reach a highly thoughtful and reflective segment of consumers who nourish their bodies as well as their minds.
Daily Harvest was also engineered to reflect the design principle of physiopleasure, as each dish not only packs a nutritional punch but a flavorful one as well. The service offers dishes with strawberries, chickpeas, brussel sprouts, broccoli, and avocados. However, everything is plated in a colorful, visually-pleasing manner. The marketing is gorgeous, sleek, and minimalist. Collectively, these qualities position the service as highly attractive.