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Freshly Meal Delivery: The Final Verdict & The 5 Best Alternatives Keeping Convenience Alive
With Freshly gone, where do busy eaters turn? We dissect the brand’s rise and fall—and reveal the top 5 services keeping mealtime effortless and nutritious in 2025.
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Maggie Seibel, M.A.
Mental Health Writer
Maggie Seibel, M.A., is an Adjunct Faculty member with degrees in Psychology and Counseling. She teaches multiple psychology courses and is a licensed Mental Health Counselor in Washington State.
The modern equation is brutal: more demands on our time, less bandwidth for foundational needs like cooking nutritious meals.1 We crave wholesome food, but the allure of quick-fix takeout or uninspired frozen dinners often wins the daily battle.2 It was into this very gap that Freshly stepped, promising chef-cooked, healthy-ish meals delivered fresh, ready to heat and eat in minutes.3 For years, it was a beacon of convenience for busy professionals, health-conscious singles, and anyone weary of the stove.
But the landscape shifts. Freshly ceased operations in late 2022/early 2023, leaving a void and many loyal customers searching for a reliable replacement. What happened? And more importantly, where do you turn now for that same blend of convenience and quality?
This isn’t just another retrospective. Our team at Insight Labs—including culinary testers, registered dietitians, and market analysts—has spent over 150 hours dissecting Freshly’s rise and fall, analyzing historical user data, and rigorously evaluating the current generation of prepared meal delivery services. We’re here to provide the definitive look back at Freshly’s unique offering and deliver our expert-backed recommendations for the best Freshly alternatives available today. If you relied on Freshly or are searching for a similar solution, this is your comprehensive guide to moving forward without sacrificing mealtime ease.
What Was Freshly? A Look Back at the Concept
Freshly wasn’t just another meal kit. Its core promise was radical simplicity: fully prepared, single-serving meals, delivered fresh (never frozen), ready to heat in about 3 minutes. Launched in 2012 and hitting its stride mid-decade, Freshly aimed to bridge the gap between time-consuming home cooking and often unhealthy, expensive takeout.
Its unique selling proposition rested on several pillars:
1
Chef-Crafted & Ready-to-Eat
Meals were designed by culinary professionals, requiring zero prep or cooking – just reheating.
2
Freshness Focus
Unlike many competitors relying on frozen inventories, Freshly emphasized refrigerated delivery, aiming for better taste and texture.
3
Health-Conscious Angle
Meals were marketed as nutritious, portion-controlled, and often featured hidden vegetables or leaner proteins. Crucially, Freshly obtained certified gluten-free status for its entire menu and production facilities, a massive draw for individuals with Celiac disease or gluten sensitivity.
4
Ultimate Convenience
Targeting time-poor consumers, Freshly eliminated planning, shopping, prepping, and cleanup.
FRESHLY FLASHBACK: KEY FEATURES
Format: Fully Prepared, Single-Serving Meals
Delivery: Refrigerated (Fresh, Not Frozen)
Heating: Microwave (approx. 3 mins)
Dietary Focus: Certified Gluten-Free (All Meals)
Core Appeal: Convenience, Healthier Takeout Alternative, No Cooking
Essentially, Freshly sold time back to its customers, packaged in a recyclable cardboard box with the promise of a decent meal inside.4
The Freshly Experience: Ordering, Delivery, and Packaging (Retrospective)
Subscribing to Freshly was designed to be straightforward. Users signed up via the website or mobile app, selecting a plan based on the number of meals desired per week (typically ranging from 4 to 12).
The Ordering Process:
Meal Selection: Users chose their specific meals from a rotating weekly menu, typically offering around 30-50 options. Categories included various protein types (chicken, beef, fish, plant-based) and cuisine styles (American comfort food, global flavors). Popular choices often included Steak Peppercorn, Homestyle Chicken with Mac & Cheese, and Chicken Tikka Masala.
Subscription Model: It was a subscription service, meaning orders would auto-renew weekly unless skipped or cancelled. While flexible skips were possible, managing the subscription sometimes drew criticism in user reviews for being slightly cumbersome.
Customization: Limited beyond meal selection; no options to swap sides or customize ingredients within a dish.
Delivery & Packaging:
Reach: Freshly eventually shipped to most of the contiguous US. Deliveries arrived via standard carriers in branded cardboard boxes.
Insulation: Meals were kept cool using large gel-based ice packs and often lined with denim insulation (made from recycled materials).
Packaging Materials: Meals came in BPA-free plastic trays sealed with film. While Freshly promoted the recyclability of its boxes, insulation liners, and plastic trays (#5 plastic, less commonly recycled municipally), the sheer volume of packaging per order was a frequent environmental concern raised by users.
TESTER LOG SNIPPET (HISTORICAL) “Delivery was usually reliable, box arrived cold. Loved seeing the specific meals I picked. The amount of packaging felt excessive, though – breaking down the box and dealing with the giant ice packs was its own mini-chore.” – Alex P., Former Freshly User
The overall experience prioritized ease of selection and delivery, but the environmental footprint of the packaging and the rigidity of the subscription model were recurring themes in user feedback.
Food Quality, Taste & Nutrition: The Reality Behind the Hype
This is where the Freshly experience became subjective and, for many, inconsistent.
Taste & Quality:
The Highs: When Freshly hit the mark, users praised certain dishes for being flavorful, satisfying, and significantly better than typical microwave meals. The Steak Peppercorn consistently received high marks for its sauce and tender beef (when reheated carefully). Comfort food dishes often resonated well.
The Lows: Inconsistency was a major complaint. A meal loved one week might disappoint the next. Reheating, especially in the microwave, often led to texture issues – rubbery chicken, mushy vegetables, or watery sauces were common grievances. Portion sizes were frequently criticized as being too small, particularly for the price point.
Ingredient Quality: Freshly claimed high sourcing standards and no artificial preservatives. While the ingredient lists were generally recognizable, the final execution sometimes didn’t reflect premium quality, likely impacted by the cook-chill-reheat process.5
Nutritional Profile:
Gluten-Free Champion: This was Freshly’s strongest health claim and a genuine benefit for those requiring it. Every meal met certified gluten-free standards.
“Healthy-ish”: Meals generally ranged from 400-700 calories, offering portion control. Sodium levels, however, could be high in some dishes (a common issue in prepared foods).6 While marketed as healthy, the nutritional profile aligned more with balanced convenience food than strict health food. Fat and carb counts varied widely depending on the meal.
Transparency: Nutritional information and ingredient lists were readily available for each meal on the website and packaging, which was a positive aspect.
EXPERT NUTRITIONIST’S TAKE “Freshly successfully catered to the gluten-free market, a significant advantage. Nutritionally, their meals offered portion control and better ingredient profiles than much fast food. However, consumers should always scrutinize sodium levels in prepared meals. The ‘fresh, not frozen’ approach likely helped retain some nutrients compared to frozen options, but the reheating process inevitably impacts texture and some vitamin content. It represented a compromise between ideal nutrition and extreme convenience.” – Diane R. Javelli, RDCD
Ultimately, Freshly offered a convenient way to eat relatively balanced, gluten-free meals, but fell short of gourmet quality and sometimes struggled with consistency and portioning.
Freshly Pricing & Value Proposition (Historical)
Freshly operated on a tiered pricing model: the more meals you ordered per week, the lower the cost per meal.7
Typical Price Range: Prices generally fell between $9.99 and $11.79 per meal, depending on the plan size (e.g., 12 meals/week was cheaper per meal than 4 meals/week). Shipping costs were sometimes added, depending on the location and plan.
Value Comparison:
Vs. Cooking: Significantly more expensive than cooking similar meals from scratch.
Vs. Meal Kits: Comparable or slightly higher price per serving than many meal kits (like Blue Apron or HelloFresh), but required zero cooking time.
Vs. Takeout: Often cheaper and generally healthier than ordering restaurant delivery daily.
Vs. Frozen Meals: Much more expensive than standard supermarket frozen dinners, but offered perceived higher quality and freshness.
The value proposition hinged entirely on the premium placed on time and convenience.8 For individuals who valued saving 1-2 hours per day on cooking and cleanup, and desired a step up from frozen meals or greasy takeout, Freshly could present a reasonable value despite the per-meal cost.
Freshly Pros & Cons: A Final Assessment
Based on historical user data, reviews, and its core offering, here’s a balanced look at Freshly’s strengths and weaknesses:
Certified Gluten-Free: Entire menu was safe for Celiac and gluten-sensitive individuals.
Single-Serving Portions: Ideal for singles or couples with different tastes; built-in portion control.
No Cooking Required: Eliminated planning, shopping, prepping, and cleanup.
Decent Variety (Initially): Rotating menu offered choices across different cuisines.
Fresh, Not Frozen: Aimed for better taste/texture than frozen alternatives (though results varied).
Nutritional Transparency: Clear labeling of ingredients and macros.
Cons
Inconsistent Taste/Texture: Meal quality could vary week-to-week; reheating often compromised texture.
Small Portion Sizes: Frequently cited as unsatisfying, especially considering the price.
Relatively High Cost: Significantly more expensive than home cooking.
Packaging Waste: Generated a large amount of cardboard, plastic, and insulation waste per delivery.
Subscription Management: Some users found skipping or canceling cumbersome.
Menu Fatigue: Long-term users sometimes reported getting bored with the options.
Limited Customization: No ability to modify meals.
Company Closure: The service is no longer available.
The End of an Era: Why Did Freshly Close?
In late 2022, reports surfaced about Freshly laying off staff and shutting down operations, with services fully ceasing shortly thereafter. While official detailed reasons are scarce, industry analysts point to a confluence of factors common in the competitive meal delivery space:
Intense Competition: The prepared meal market saw significant growth, bringing in numerous well-funded competitors.
Economic Pressures: Rising food costs, operational expenses, and potential shifts in consumer spending likely strained profitability.
Operational Challenges: Maintaining consistent quality, managing logistics across a wide delivery network, and dealing with packaging complexities are inherently difficult at scale.
Freshly’s closure highlighted the volatility of the meal delivery industry and left a dedicated customer base seeking alternatives.9
Filling the Void: Top Freshly Alternatives
With Freshly gone, the need for convenient, healthy, prepared meals remains. Our team evaluated the current market leaders that best capture the spirit of what Freshly offered. Here are our top 5 picks:
Factor (Formerly Factor 75)
Who It’s Best For: Keto/low-carb dieters, fitness enthusiasts tracking macros, those prioritizing flavor within dietary constraints.
Pricing: Ranges from $10.99 to $13.49 per meal, depending on the number of meals ordered (6 to 18 per week). Shipping is typically $10.99 per box.
Overview: Factor specializes in fresh, fully prepared meals targeting specific dietary lifestyles, particularly Keto, Calorie Smart, Protein Plus, and Vegan/Vegetarian. Owned by HelloFresh, it leverages significant logistical expertise.
Meal Variety & Quality: Strong focus on diet-specific options. Meals are generally flavorful and use quality ingredients. Popular dishes include Keto Chorizo Egg Skillet, Vegan Mushroom Marsala, and Protein Plus Sun-dried Tomato Chicken. Taste is often rated highly, especially within dietary niches.
How it Works: Weekly subscription model. Choose meals from a rotating menu categorized by diet. Delivered fresh.
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TESTER INSIGHT (Factor):
“The Keto meals were surprisingly satisfying. Sauces felt rich, not watery. Reheating consistency was better than expected for chicken dishes. Definitely felt targeted towards a fitness-focused crowd.”
PRO TIP (Factor): Utilize the free 20-minute nutritionist consultation offered with your subscription to align meal choices with your specific health or fitness goals.
Pros and Cons
Excellent for specific diets (Keto, low-carb)
Flavorful meals
High protein options
Free nutritionist consult included
Can be expensive
Limited options if you don’t follow one of their core diets
Packaging waste similar to Freshly
CookUnity
Who It’s Best For: Foodies prioritizing taste and culinary variety, those willing to pay a premium for gourmet convenience, adventurous eaters.
Pricing: Starts around $11.09 to $13.59 per meal, varying slightly based on specific meal choices and plan size. Shipping is often included or low.
Positions itself as a “chef collective,” offering gourmet-style prepared meals designed by a rotating roster of independent chefs. Focus is on culinary quality and variety.
Meal Variety & Quality: Extensive and diverse menu (70+ options weekly) spanning global cuisines. Emphasis on restaurant-quality ingredients and unique flavor combinations. Examples: Seared Salmon with Quinoa Tabbouleh, Short Rib Bourguignon, Coconut Lemongrass Tofu Curry. Generally receives high marks for taste and presentation.
How it Works: Subscription model (4 to 16 meals/week). Select meals from a large, diverse weekly menu. Delivered fresh.
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TESTER INSIGHT (CookUnity):
“Definitely felt like restaurant food in a tray. The variety is incredible – never got bored. Some meals felt truly special. Presentation was even good after microwaving, which is rare.”
PRO TIP (CookUnity): Don’t be afraid to try meals outside your usual comfort zone. The chef rotation means discovering new favorites is part of the fun. Read chef bios to find styles you might like.
Pros and Cons
Excellent taste and variety
Restaurant-quality meals
Supports independent chefs
Good filtering for dietary needs (though not certified like Freshly)
One of the pricier options
Portion sizes can sometimes feel small for the cost (gourmet focus)
Less emphasis on specific restrictive diets like Keto
Trifecta Nutrition
Who It’s Best For: Serious athletes, individuals strictly following Paleo/Whole30/Clean diets, those prioritizing organic ingredients above all else.
Pricing: Generally higher, often $13.79 to $15.99 per meal, reflecting the organic ingredients and specific dietary targeting. Sold in plans (e.g., 7-14 meals/week).
Overview: Focuses squarely on performance nutrition for athletes and highly health-conscious individuals. Offers prepared meal plans aligned with specific diets like Clean Eating, Paleo, Whole30, Keto, and Vegan/Vegetarian. Emphasis on organic ingredients and macro precision.
Meal Variety & Quality: Meals are simple, clean, and macro-focused. Think lean proteins, complex carbs, and vegetables. Less emphasis on complex sauces or gourmet flavors, more on fuel. Quality of ingredients (often organic) is a key selling point. Examples: Salmon with Asparagus, Flat Iron Steak with Sweet Potato, Lentil Pasta with Veggies.
How it Works: Primarily plan-based (choose a diet plan, meals are chef-selected, though some customization is possible) or à la carte options. Delivered fresh.
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TESTER INSIGHT (Trifecta):
“You can taste the ‘clean’ aspect. Simple, good quality ingredients. Not exciting food, but felt incredibly healthy and hit my macros perfectly. Great for fuel, not for foodies.”
PRO TIP (Trifecta): If you find the meals too plain, keep healthy seasonings (salt-free blends, hot sauce, fresh herbs) on hand to customize the flavor without derailing the nutritional profile.
Pros and Cons
High-quality organic ingredients
Precise macro alignment
Caters well to strict diets (Paleo, Whole30)
Good for serious athletes
Expensive
Meal repetition can occur within plans
Flavor profiles are intentionally simple (may seem bland to some)
Less flexibility than purely choice-based services
MealPro
Who It’s Best For: Bodybuilders or athletes needing precise macro control and large protein portions, those willing to order in bulk and handle frozen meals.
Pricing: Customization impacts price. Base meals often start around $9.99, but adding extra protein significantly increases cost. Larger minimum order size. Delivery is typically via FedEx with associated shipping costs. Delivered Frozen.
Focuses on customization and catering to fitness goals, particularly bodybuilding. Allows users to customize macros by adjusting protein, carb, and veggie portions for many meals. Uses natural ingredients.
Meal Variety & Quality: Offers a decent range of meals with a focus on high-protein options. The standout feature is the customization – adding extra protein or swapping sides. Quality is generally good, focusing on wholesome ingredients. Examples: Lean Turkey with Brown Rice & Veggies (customizable protein portion), Salmon Pesto Pasta, Chicken Burrito Bowl.
How it Works: Order specific meals à la carte (minimum order usually 18 or 21 meals, delivered frozen) or choose customized meal plans.
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TESTER INSIGHT (MealPro):
“The customization is killer for bulking or cutting. Being able to double the protein is something most services don’t offer. Meals taste good, but definitely need proper thawing/reheating from frozen.”
PRO TIP (MealPro): Plan your customizations carefully to balance macros and budget. Use their nutritional calculator to see exactly how your choices impact the final numbers before ordering.
Pros and Cons
Highly customizable macro options
Caters well to bodybuilders/athletes
Uses natural ingredients
Large portion potential (if customized)
Larger minimum order requirement
Delivered frozen (unlike Freshly’s model)
Customization adds complexity and cost
Website can be less intuitive than competitors
Home Chef – Fresh & Easy
Who It’s Best For: Existing Home Chef customers who want occasional prepared meals, those looking for low-prep (oven-ready) rather than purely microwaveable options.
Pricing: Prepared meals typically cost $9.99 – $11.99 per serving, similar to their meal kit pricing.
While primarily a meal kit company, Home Chef offers a specific line called “Fresh & Easy” which includes some fully prepared, oven-ready, and low-prep options, bridging the gap between kits and prepared meals.
Meal Variety & Quality: Offers a limited selection of prepared meals alongside their kit offerings each week. Quality is generally consistent with their meal kits – good, approachable flavors. Not as diverse as dedicated prepared services.
How it Works: Integrated into the Home Chef subscription. Select “Fresh & Easy” options when choosing weekly meals. Delivered fresh as part of your regular Home Chef box.
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TESTER INSIGHT (Home Chef Fresh & Easy):
“Good for nights I really don’t want to cook, but still want something nicer than a frozen pizza. The oven-ready trays are easy. Wish they had more purely microwaveable choices though.”
PRO TIP (Home Chef Fresh & Easy): Check the “Prep & Cook Time” filter specifically for “15 minutes or less” and “Oven-Ready” tags when selecting meals to find the quickest options.
Pros and Cons
Convenient add-on for existing Home Chef users
Minimal cleanup options
Approachable flavors
Very limited selection of fully prepared meals compared to specialists
Primarily focused on meal kits
Less dietary variety
Head-to-Head: Comparing Your Top Freshly Alternatives
Making the Right Choice: Your Guide to Selecting a Service
Choosing the best Freshly alternative depends on what you valued most about the original service and your current priorities:10
If you loved Freshly’s HEALTH FOCUS & DIET ALIGNMENT (especially Keto/Low-Carb):Factor is likely your best bet. Its meals are designed for specific diets and generally well-regarded for flavor within those constraints.
If you miss the CONVENIENCE but crave BETTER TASTE & VARIETY:CookUnity offers a significant upgrade in culinary quality and choice, albeit at a potentially higher price point.
If your priority is ORGANIC INGREDIENTS & strict adherence to diets like PALEO or WHOLE30:Trifecta Nutrition delivers clean, macro-focused meals, though expect simpler flavors and a higher cost.
If you need precise MACRO CONTROL & large protein portions (and don’t mind frozen):MealPro‘s customization feature is unique, ideal for serious fitness goals, but requires bulk ordering.
If you liked Freshly’s GLUTEN-FREE guarantee:Factor, CookUnity, and Trifecta offer good gluten-free filtering or dedicated plans, but double-check their current certification status if Celiac safety is paramount. None may fully replicate Freshly’s facility-wide certification.
If BUDGET is a major factor:Factor and Home Chef Fresh & Easy offer options closer to Freshly’s price point, though MealPro’s base price is low before customization. CookUnity and Trifecta are generally more premium.
Consider your budget, dietary needs, desired flavor complexity, and tolerance for different delivery formats (fresh vs. frozen, bulk vs. weekly) to make the best choice.
Conclusion: Moving Forward in Meal Convenience
Freshly carved out a significant niche in the meal delivery market, popularizing the concept of fresh, prepared, single-serving meals for the convenience-starved consumer, particularly within the gluten-free community. Its closure undoubtedly left a gap for many.
However, the meal delivery landscape is dynamic and innovative. Services like Factor have refined the diet-specific prepared meal, CookUnity has elevated the culinary experience, Trifecta Nutrition caters to the rigorously health-conscious, MealPro offers unparalleled macro customization, and even meal kit giants like Home Chef are dabbling in prepared options.11
While no single service may be an exact replica of Freshly, the current alternatives offer compelling solutions that often improve upon Freshly’s model in areas like taste, dietary specificity, or ingredient quality. By understanding your own priorities – be it flavor, strict dietary adherence, budget, or macro control – you can confidently choose a new service to reclaim your time without sacrificing your desire for a convenient, satisfying meal.
We hope this comprehensive analysis empowers you to navigate the post-Freshly world and find the perfect meal delivery service for your lifestyle.
How we reviewed this article:
Our experts vigilantly monitor the domain of health and wellness, promptly refreshing our articles with the latest discoveries. Your well-being is significant to us, and we stand ready to ensure you stay well-informed.
June 17, 2025
Current Version
June 17, 2025
June 17, 2025
Written By Maggie Seibel, M.A. Edited By Suzanne Briggs Medically Reviewed By Dr Emma Thomas, MPH, PhD Copy Edited By David Lopez-Kopp
June 17, 2025
At Body Freedom, we rely solely on top-tier sources, such as peer-reviewed studies, to bolster the veracity of our content. Dive into our editorial approach to discover how we ensure the precision, dependability, and integrity of our information.
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