Fresh Fitness Food and Detox Kitchen have come together under an umbrella company, The Wellness Food Group (TWFG), to create what it claims is the largest player in the ready-to-eat food delivery sector in the UK.

TWFG says it represents the first platform focused on consolidation in the prepared meals space and has identified significant opportunities in the sector, having already lined up more brands to join the group over the next 12 months.

The company will focus on brands that deliver ‘real health benefits for their customers’ and each business that joins the group will continue to trade under its own brand. TWFG says it aims to ‘build and launch multiple leading consumer products to the market and will house the most innovative, accessible, health food brands in the world’.

TWFG says that bringing brands together under one roof removes the challenges facing small businesses, particularly in the current climate, improving buying power while reducing marketing and operational costs.


Fresh Fitness Food (FFF) CEO Caspar Rose and Detox Kitchen founder Lily Simpson will continue to manage their respective businesses, as well as becoming joint CEOs of The Wellness Food Group.

“This is a really exciting time for our industry and by coming together with FFF there will be a significant opportunity not only to grow our brands but also to bring on other brands that would benefit from our established marketing, technological and operational skills,” says Simpson (pictured with Rose). “Caspar and I both share a very strong vision for this sector, we believe that we can build brands that have real social impact whilst also delivering positive reward for all our stakeholders.”

Adds Rose: “Our industry is more important than ever, not only are both mental and physical health hugely impacted by what we eat, but also the best tool to compact COVID-19 and other viruses is improved immunity through diet and fitness. The Wellness Food Group allows us to not only scale our two core businesses, but also to bring together a broader set of additional businesses that help solve problems for other demographics. Lily and I are ready to meet other founders on the same impact led mission. We also have a few new ideas to incubate … watch this space!”