Yumble — like Freshly, but for your kid

And another variation on a ready meal subscription!

An American #startupoftheday Yumble does the same thing that everyone else does, but for kids instead of adults. Basic service — a subscription, standard tariff — 6 meals a week. Apparently, this means dinners, and Sundays are left for visiting grandma. The delivery arrives once a week, the food is already fully prepared, something can be eaten right away, something needs a few minutes in the microwave.

A specific menu the parent clicks in advance, out of twenty possible options — you can go as far as buying 6 identical meals, if the child likes stability. All the food is indeed suited to children, nothing too sophisticated: nuggets, pasta, meatballs — like a kids’ menu in restaurants and cafes. The price — $8 for a meal. If you go by the prices of the ingredients — it’s incredibly expensive, if you consider the time at the stove — a great deal for the middle class.

The startup’s marketing targets moms, not dads. Yes, it seems if your wife went away for a week — Yumble would be the perfect lifeline. The trouble is that such an adventure is a rare occurrence in dads’ lives, mom went away — mom will come back, can’t build an LTV based on seven days a year. But if embedded into everyday lives, turning profit is possible.

For now the startup raised $8.5 million in investments.