Jennifer Irvine: The Pure Package

Focus: Executive meals on wheels

Jennifer Irvine
: 29
Company: The Pure Package

Growing up on a self-sufficient farm, Irvine sold eggs at farmers’ markets. Ironically, she’s cultivated that potential by selling the ultimate convenience food. Pure Package customers have their entire dietary intake chef-produced and delivered to their door. Irvine conceived the idea in New York where workers squeeze every minute from the day and an industry exists helping them to do so. Irvine’s customers include the busy, health conscious, dieters and celebrities including Linford Christie and Ruby Wax. Growth has been funded by requesting payment three months in advance and turnover has reached £500,000 in little over a year. Plans for international franchises are in place for 2006.

2012 update:

Having grown without the aid of investment or bank loans, The Pure Package boasts a £2m turnover and over 30 celebrity customers, including Derren Brown, Lily Cole and Lisa Snowdon. Employing 29 chefs, dieticians and nutritional experts, Irvine delivers over a thousand fresh meals daily.

2017 update:

The Pure Package has continued to attract a roster of high profile fans including Florence Welch, Denise Van Outen and Hugh Jackman. In 2013, Irvine launched a “new member” to its healthy food delivery family, Balance Box – a less expensive option that delivers weekly instead of daily.


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