Healthy meal delivery service Pronto plans extend its delivery radius to include the whole of London before launching into other major European cities, M&C has learnt.

The company was established last year by technology developer James Poulter to offer time-strapped Londoners a healthy alternative to takeaways. 

At present the service caters for 2.5% of the total area of London reaching 9% of the population equivalent to one million people in the most densely populated part of the city.

Poulter said the group has “very aggressive” expansion plans now the concept has been proven in this concentrated area of London the delivery zone will be extended to reach all parts of London by summer 2016.

He said after covering the whole of London the next three cities Pronto will launch in will be key European capital cities rather than UK cities.

“The next six months in to 2016 are all about London then after that we will look at other European cities,” Poulter said. “We are here to build a very large company not just in London.”

Pronto serves a menu of seven dishes that have been constructed to be healthy alternatives to home-cooking.

Poulter said its intention is to fill a gap in the market for people who want to eat a healthy meal without spending their time shopping and cooking; he said people will always want indulgent takeaways and treats but are also increasingly seeking delivered meals they can eat every day.

“We are opening a new option to eat; we are replacing the meal you would get at the supermarket – not the Domino’s pizza; we see our competition as supermarkets not takeaways.”

Each dish contains at least two portions of fruit or vegetables and cooked using lean processes.

The group is already seeing strong repeat custom with some customers ordering more than six times a month and wanting to order more than once a day, but Poulter admitted there is insufficient menu choice at present – something the company will address after it has increased its delivery reach.

Pronto operates 11am – 11 pm for lunch and dinner with an average delivery time of 18 minutes; Poulter said breakfast is “on the horizon” also with customers already expressing a demand for it.

It has invested in its technology team as well as building the infrastructure and menus to roll the service out to mass market and is building processes and systems that will be capable of feeding millions of people in London every day.