Customer Case
From meal boxes to Aarstiderne Plus
How we helped Aarstiderne innovate a new paid loyalty concept and raise share-of-wallet
Who are Aarstiderne?
Aarstiderne is a Danish company offering fresh and organic groceries and meal boxes by delivering fresh, seasonal ingredients and recipes directly to consumers’ doorsteps or through pick-up at their locations. Founded in 1999, Aarstiderne has been a pioneer in promoting sustainable and organic food consumption in Denmark.
With a strong focus on ecology, sustainability, and reducing food waste, the company sources high-quality organic produce from local farms and suppliers. Customers can choose from a variety of meal boxes tailored to different temporal, complexity, and dietary preferences.
What should the next big innovation be?
For years, Aarstiderne had experienced steady growth in the meal kit market, but as competition intensified and consumer preferences evolved, the company faced a critical question: What’s next?
In 2010, Aarstiderne launched the meal boxes we know today with meal plans, recipes, and ingredients. A huge success that many competitors have since copied. Therefore, Aarstiderne wanted to revolutionize their business once again by creating completely new concepts that could significantly increase their revenue.
The results speak for themselves
+30.000
loyal members in 5 years
42%
increased spend per member
25%
of new customers choose Aarstiderne plus
The successful launch of Aarstiderne Plus means that a very large number of Aarstiderne’s customers are now Aarstiderne Plus customers. They now buy both groceries and meal boxes at Aarstiderne, giving Aarstiderne a significantly higher share-of-wallet while increasing purchasing frequency.
The challenge: Standing out in a saturated market
To maintain their market leadership in an increasingly competitive landscape, Aarstiderne wanted to differentiate themselves further and deepen their relationship with customers. The goal was to find an innovative way to increase revenue and customer retention while staying true to their core values and identity as pioneers in organic and sustainable food solutions.
Aarstiderne partnered with Subscrybe to explore new business models and identify growth opportunities. We analyzed both local and global market trends and customer behaviors to develop a new strategic direction. We discovered a growing demand for sustainable, healthy, and tasteful food solutions, not only in the form of meal boxes but also in the broader understanding of how we buy groceries.
Through a strategic innovation initiative, the ambition was clear: to generate an additional half a billion DKK in annual revenue while deepening their customer relations and building a stronger brand.
The result?
Aarstiderne Plus
Leveraging on these insights, Aarstiderne launched its new subscription, Aarstiderne Plus, in collaboration with Subscrybe. With a green fee subscription model, customers pay a fixed yearly price in exchange for a discount on groceries and meal boxes while receiving free delivery and packaging.
With this model, Aarstiderne increased purchase frequency by integrating everyday grocery shopping with meal kit habits and strengthened customer loyalty by creating added value beyond meal kits.
Key success factors
The introduction of Aarstiderne Plus in 2019 laid the foundation for a more holistic grocery experience, but it was during 2020 that the model truly gained momentum. As consumer habits shifted toward online grocery shopping and home deliveries, Aarstiderne was perfectly positioned to meet the rising demand for convenient and organic food solutions while ensuring top quality.
Facing increased competition from global players like HelloFresh, Aarstiderne leveraged its deep-rooted commitment to sustainability and quality. By seamlessly combining meal kits and fresh organic groceries under one subscription, they enhanced the value proposition for their customers.
Continuing the great partnership
By offering a broader grocery selection with an organic and sustainable focus, Aarstiderne positioned themselves not just as a meal kit provider, but as a one-stop shop for consumers’ daily grocery shopping.
If you want to know more about the process and how we can help you reach your goals, you can use the form below or contact Morten Suhr Hansen, CEO & Senior Partner, at phone: (+45) 40 29 45 34 or mail: mha@subscrybe.com
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