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Beyond ‘mommy guilt’: Why the meal kit business is increasingly what’s for dinner

TORONTO — Celebrities like Beyoncé, Oprah Winfrey, and NSync’s Lance Bass are now in the meal kit business, and for some that’s a sure sign the online subscription-based food startup phenomenon has hit its peak.

A plethora of the new e-commerce meal companies have popped up in Canada and the U.S. in the last couple of years, and subscribers have been joining the services in droves.

While the biggest player in the space, New York-based Blue Apron, does not operate in this country, a number of meal kit services are available locally and nationally for Canadians seeking a quick meal fix: Chef’s Plate, Goodfood, MissFresh, The Jolly Table, Cook It, Kuisto, Fresh City Farms, One Kitchen, Dinnerlicious, Fresh Prep and Germany’s Hello Fresh, to name a few.

There’s even a subscription-based startup for breakfasts, Montreal-based Oatbox, which delivers granolas, ‘overnight’ oats and granola bars to customers.

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