Boxeh (an Arabized version of the word 'box'), a recipe in a box concept delivering homemade meals to houses, has officially launched in Jordan. Inside each ‘Boxeh’, freshly chopped ingredients are packed along with easy-to-follow recipe cards for the best home dining experience. Boxeh aims to provide households and families of different sizes and lifestyles with the opportunity to enjoy delicious homemade meals without the hassle of meal prepping and shopping.
Discover more than 30 Jordan-based Food & Beverage startups on MAGNiTT
The ambitious founder, who once went through endless dilemmas cooking healthy and tasty options while studying abroad, noticed a gap in the local market. This inspired her to highlight the need and bring to life an inspirational hassle-free cooking concept of semi-ready, conveniently-prepared recipes that need no more than a few minutes to be served on the table.
Sahar Abu Gharbieh turned the need into a business concept and is figuring out how she can effect change. Boxeh has now ventured into the Jordanian market by joining efforts with chefs, suppliers, and talents aiming to change home cooking and dining experiences in the region. The startup has future plans of expanding to the Gulf region, beginning with the UAE.
Given the number of local business food ideas that are already competing in the market, Sahar is not worried about introducing Boxeh in an already crowded market. The founder of the new concept dismissed the notion saying, “Nothing in the world beats ones’ special touches when preparing their own food. We are not bringing to people’s doorstep ready-made recipes, instead, we are making home dining easier and faster – this is what makes us different.”
Turkey's average deal size was up 250% in H1 2020 to $2.8M, indicating the shift of investors' focus towards later-stage startups. Discover more trends and insights in MAGNiTT's H1 2020 Turkey Venture Investment Report.