When I lived in the UK I was a keen online grocery shopper with Sainsburys. It was great to be able to avoid the crowds in the supermarket for a mere 5 pounds delivery charge per week. Online food shopping saved me a lot of time and frustration. Online grocery shopping in Sweden is not as developed as in the UK, so these days I'm spending a few frustrated hours in the grocery store most weekends. However, in Sweden another food service solution is growing strongly. 'Dinner solutions deliveries' are all you need one per week pack of ingredients and recipes (for 5 or 3 dinners per week) delivered to your door through the likes of Middagsfrid and Linas Matkasse.
I've finally signed up as a customer of Middagsfrid and from next week I look forward to trying their offer of dinner solutions. The only problem for me is that I still have to cook... I'm not the most enthusiastic cook during the week when I'm tired after a long day at work. But what I do look forward to experience are new kinds of taste experiences, new inspiration and new kinds of food on the dinner table.
I'm convinced that the need for ready food solutions, ready dinner-kits and simple food solutions are going to grow more and more in Sweden. And look forward to following the service innovations within this field over the coming years, whilst hopefully trying many of them personally as well.