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The convenience-segment is growing rapidly, driving demand for recipe boxes. In 2017, nearly 1 out of 4 Danes ordered recipe boxes or take-away food from restaurants online. A trend that is still increasing.
The market for recipe boxes is currently ruled by a few large players, the majority of which have based their concepts on subscriptions to fixed recipe boxes. We have all heard about Aarstiderne, Skagensfood and Coop.dk, so how could we ensure that nemlig.com got its fair share of the market?
To solve this challenge, Sunrise and nemlig.com initiated a thorough analysis of the market. It revealed an opportunity to tap into an unmet need in the market and hereby strengthen nemlig.com’s existing business by introducing recipe boxes offering flexibility:
By creating a flexible concept for the recipe boxes, nemlig.com gives value to its customers and further strengthens its vision to create a better life for Danes. The recipe boxes are a perfect fit with the nemlig.com brand: they offer a more convenient way of buying groceries and consumers already associate nemlig.com with delivering groceries to your doorstep.
The recipe box is the ultimate gift for the modern Danish family, who is struggling to find time in their hectic lives. The box contains delicious recipes that are easy to prepare along with fresh groceries in just the right amounts. And who doesn’t want that to free up some of their time? The problem is that traditional recipe boxes have their limitations.
What do you do when you end up being fewer for dinner than expected? Or more for that matter? Or what about that week, when your teenager suddenly decides she’s a vegetarian? The Danes’ lifestyle isn’t boxed in, so a recipe box shouldn’t be either.
With the new recipe boxes from nemlig.com you’re no longer tied to a subscription, but free to choose between recipes, switch between five different boxes or even customize your very own. You can easily increase or reduce the amounts, if you are expecting extra guests or if your youngest is having dinner at a friend’s. And you can even order the box on the same day as you need it, as long as you order it before 12 a.m.
Welcome our new, flexible version of the recipe box, tailored to the Danish lifestyle in 2018. Try a recipe box that isn’t boxed in.
Nemlig.com – groceries, and recipe boxes, whenever it suits you.
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