Urban Remedy accelerates fresh, nutrient-dense foods mission with future move into dinner offerings

Urban Remedy CEO Paul Coletta said that the proceeds from the Series D fundraising round led by Manna Tree and ​the Vail, a Colorado-based investment firm, will be used to fuel one particular new fresh food platform for the company: dinner, which will be launching in Q4 2021 with three to five different ready-to-eat noodle and grain-based bowls.

“This is in response to what’s evolved from the pandemic, which is that more consumers are looking for delivery options and most of those delivery options are geared towards the dinner day part,”​ Coletta told FoodNavigator-USA.

Coletta noted how the company has seen less demand for its current fresh lunch offerings coming out of the pandemic as consumers return to work in offices where they have access to restaurants and other foodservice outlets.

“We were very oriented around lunch, and that day part has seen some challenge post COVID… There’s a lot more need for consumers to have products they can order for dinner,”​ he said. 

The recent funding will also provide Urban Remedy with opportunities to expand marketing efforts and onboard new talent to its team, noted Coletta. 

“Urban Remedy has never done a lot of marketing. Typically, our marketing has been sampling and social media, but we’ve done little to no paid marketing in our history and yet the company has grown tremendously on word of mouth. With this ​[funding] we’re really going to put a concerted effort into dialing up our marketing,”​ he said. 

“We need to broaden the team, there’s a lot of skill sets we believe we need to bring into the team in order to continue to expand our reach and improve our offering.”

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