Mealthy Aims To Create Recipe For Success With New Electrics

NEW YORK— As more consumers look for easy ways to improve the quality of the meals they make at home while at the same time eating healthier, a growing number of product suppliers have enhanced their digital offerings to include recipes on company websites that can be shared through social media.

The effort to enhance the connection between cooking appliances and food was a motivating factor for Bernardo de la Vega, the founder and CEO of Mealthy when he started his company in late 2017.

“I have always had a passion for food and have taken food seriously,” he said. “Eating healthy is also extremely important to the way a person feels and looks. I also like building companies that solve a problem, and this seemed like a great problem to solve.”

The problem he referred to has been the long-standing challenge of busy families finding ways to easily prepare healthy meals at home on a daily basis. With this in mind, Mealthy brought to market its electric pressure cooker and more recently a hand blender. The company plans on adding other products this year, but details were not available at press time.

In addition to the new products in the pipeline, the company in the coming weeks will be launching an integration with Instacart and Amazon Fresh. Details on these two deals were also not immediately available.

While the electric pressure cooker, or multi-cooker, has seen a resurgence in recent years driven in large part by the success of Instant Pot, de la Vega said he chose an electric pressure cooker as his company’s initial product launch for several reasons.

“People have been using slow cookers for a long time, but a pressure cooker is like a slow cooker on steroids,” he said. “It offers a great deal of convenience and allows consumers to cook a variety of healthy foods and do so quickly. You put the ingredients in, set it and 20 minutes later it’s ready.”

As has been a growing trend in recent years, Mealthy is working to develop a holistic program aimed at consumers that brings together the cooking appliances with thousands of recipes on the company’s apps and on its website. The company’s website is also home to a variety of how-to videos and food-related articles.

De la Vega noted that his company has an internal team that develops recipes, and also works with a variety of bloggers and influencers as part of its on-going recipe development effort.

“We have done a lot of recipes and make sure that each is well tested,” he said.

As the company continues to expand its product assortment and expand its selection of recipes, reaching a broad range of consumers will be vital to future growth. Mealthy’s consumer marketing campaign, de la Vega said, will focus on web and social media advertising and outreach while also continuing to grow its website’s content.

“This has been a big focus for us,” he said. “Good content leads to good search engine optimization and that will help us with consumer acquisition as that cost continues to rise. Social media sites such as Pinterest are a great source for recipes.”

Also on Mealthy’s radar this year is retail placement. The company made its International Home + Housewares Show debut this year and, de la Vega noted, are in conversations with several retailers.

“We wanted to have a set of products before attending the show,” he said.

“Our initial conversations with retailers have been a real step-by-step approach that initially is focused on the online side of their businesses.”