Farmstand, the healthy eating concept, has relaunched its business model and gone 100% online in response to the pandemic.

Founder Steven Novick said the direct-to-consumer subscription model was now focussed on delivering healthy, convenient and affordable meals to families in bulk.

The Kindred Capital-backed business previously had two flagship café-restaurants and 11 corporate canteen concessions.

In response the pandemic, Farmstand raised £1m in crowdfunding in September and hired a new team that is food, tech and data-focused.

Novick said: “We were already doing a massive amount of bulk meal deliveries for businesses so we felt bulk meals to families would be the easiest pivot for us to make given every other meal delivery business was focused on individuals. We can also provide for singletons and couples but we wanted a clear market entry strategy. Our business deliveries will massively scale when covid restrictions are lifted.”

When covid hit, Novick took the decision to shut the entire business down in mid-March, and set about coming up with a new business model.

The business has retained just its central kitchen, which is also its HQ, known as Veggie Towers.

Having launched the new service on 1 February, Novick said it hit its target for subscribers for the month in three days.

The offering has zero packaging, zero food waste and is carbon neutral, which Farmstand mostly was already pre-covid.

The food has no added sugar, is fresh not frozen, flexitarian but plant-focused, with each meal 400-600 calories.

The meals can be heated up in five minutes, and cost £4.50 to £6 each.