Edinburgh based Diet Chef ranks third in The Sunday Times Fast Track 100 list

Leading delivered diet company, Diet Chef has enjoyed one of the fastest growing sales over the past three years.

The Edinburgh based company, founded in 2007 by Kevin Dorren and Andrew Veitch, was ranked third as one of the UK’s top private companies in the Fast Track 100 League Table, following fantastic growth of 229% from an annualised £334,000 in 2008 to £11.9 million in 2011.

With a strong growth strategy in place, Diet Chef is shaping the market for the delivered diet trend by tapping into increased consumer demand for online convenience and practical diet solutions. Unique in its proposition, the online retailer prides itself on its chef prepared meals and counts the calories of every meal for you.

The simple order online or by phone is a credible and affordable alternative to traditional diet plans and meets the increased demands of time-pressured consumers who are looking for a convenient and tasty meal solution from a trusted brand.

The concept behind Diet Chef is that losing weight doesn’t have to be confusing or expensive. The hampers work out at £5.57 per day, when on a subscription plan, and are calorie counted by nutritional experts to ensure the daily calories consumed amounts to less than 1,200 per day allowing consumers to lose weight at an average rate of 1-2lb per week. Consumers choose a breakfast, lunch, dinner and at least one snack per day and just need to add fresh fruit and vegetables. The hamper can be delivered to their home or work, and can be a week or month’s worth of food at one time. There’s also a useful guide with helpful advice and extra tips for exercising, eating out, drinks and weight maintenance.

Distribution has increased with expansion into Germany at the start the year, now contributing over £1 million sales. To further capitalise on growth plans for next year Diet Chef has also appointed new Marketing Director Liz Dale. Liz joins Diet Chef from The Harley Medical Group, and will take charge of the marketing team to help grow the business and raise the profile of the brand.

Diet Chef employs 60 staff, including nutritionists and chefs to ensure that all the dishes are packed with flavour and made with the healthiest ingredients. Diet Chef also employs trained diet advisers for online or on the phone customer support, as well as dedicated Facebook and Twitter forums where customers can share their questions and progress.

The Diet Chef plan is currently supported by Direct Response Television Advertising (DRTV), internet and magazine advertising and is also available through the popular home shopping network, QVC.

Diet Chef Founder Kevin Dorren, says, “We are delighted to have won such a prestigious award, particularly during this challenging economic period. This success demonstrates our commitment in our customers to ensure we provide an affordable and enjoyable diet solution. Our continued growth this year alone is key in enabling us to dominate the delivered diet market.”

For more information about Diet Chef visit www.dietchef.co.uk
[1] End of July 2011