Thistle delivers plant-based full menus, juices, and sides directly to customers, with meat options available. All meals are gluten- and dairy-free, with vegan options, and menu plans start at $42 per week (about $11.50 per meal). Since launching seven years ago, the company has served more than 5 million meals. In response to customer feedback, Thistle is adding virtual consultations with an in-house registered Thistle dietitian to provide personalized dietary guidance. The company plans to expand geographically by establishing a production facility on the U.S. East Coast to reach customers along the Eastern seaboard. Thistle is led by co-founders Ashwin Cheriyan (CEO) and Shiri Avnery (COO). Thistle is a subscription food startup that delivers meat-optional, plant-forward breakfasts, lunches, dinners, snacks and juices in thrice-weekly cooler bags and weekly mailed boxes. The company batches early-morning deliveries and optimizes routes to reduce logistics costs and improve unit economics versus on-demand services. Meals average about $14 each; Thistle reports delivering tens of thousands of meals weekly, a 100%+ annual average growth rate since launch, and a team of roughly 400 employees. The startup shifted from on-demand cold-pressed juice to a subscription model to improve margins and retention. Through its app, customers can customize meal plans, ban allergens, pause deliveries and view upcoming menus. Planned expansions include broader meal options, additional product lines and new distribution strategies like office smart fridges and retail stocking to reduce delivery costs. Thistle delivers ready-to-eat healthy meals and juices, with roughly half of its deliveries in liquid form. The company moved from à la carte juice and short-term plans to a scheduled subscription model that supplies regular meals. Subscriptions range from single meals starting at $10 (including delivery) to a full plan of three meals per day plus a juice and snack priced at $220 per week ($44/day, $880/month). Meals are gluten- and dairy-free, offer vegetarian/vegan options, and the service emphasizes bulk purchasing to lower costs. Thistle says the subscription model reduces food waste and improves unit economics compared with its prior per-shift ordering. The startup has raised $1 million in seed funding from various investors to build out the subscription business and expand its operations.

Total raised

$17M

Funding rounds

3

Latest round

Series B

Latest activity

Jan 2021