Calo, the Saudi-headquartered foodtech startup, has expanded into the United Kingdom with the acquisition of two local prepared meal delivery brands, Fresh Fitness Food and Detox Kitchen.
The UK expansion marks Calo’s first international move outside of the GCC, as the startup looks to build on its rapid growth in the Middle East. Founded in 2019 in Bahrain, Calo has scaled its operations to Saudi Arabia, UAE, Kuwait, and Qatar, delivering over 10 million meals in 2024.
Floward is the only other notable Middle Eastern consumer internet startup, with operations in the United Kingdom. The flower and gift delivery platform expanded into one of Europe’s top markets in 2020.
The move into the UK follows Calo’s recent $25 million Series B round, led by Nuwa Capital, with participation from STV and Khwarizmi Ventures. The round, announced earlier this year, reportedly valued Calo at $250 million. At the time, Calo said it planned to use the funds to strengthen its regional leadership and pursue international expansion, including the acquisition of a UK-based company.
According to The Grocer, Fresh Fitness Food customers will be transitioned to Calo in May, while Detox Kitchen will be integrated earlier, this month. Customers will be moved to Calo’s platform on similar meal plans, aiming to ensure a seamless experience.
Calo’s general manager for the UK, Caspar Rose; formerly the CEO of Fresh Fitness Food; said the acquisition was “not just consolidation, it’s an evolution.” He added that while Fresh Fitness Food and Detox Kitchen targeted niche audiences, Calo’s broader offering is designed to make healthy eating accessible for a wider customer base.
Calo will offer its customizable, ready-to-eat meals in the UK starting at £11 per day, prepared daily from a London kitchen and delivered using its own fleet within London and DPD for the rest of the country. The startup is also exploring the establishment of its own nationwide delivery network.
“The UK is a key market for us,” said Ahmed Alrawi, Calo’s founder and CEO, in comments shared by The Grocer. “We started Calo to make healthy eating easy, personalised, and enjoyable. The integration of Fresh Fitness Food and Detox Kitchen strengthens our foundation in the UK with two highly respected brands whose values align perfectly with Calo’s mission.”
Following its UK launch, Calo is planning further international expansion into Europe and the United States.
The company, which claims to have a $100 million+ annualized revenue run rate and a five-year CAGR of 100%, aspires to become one of the world’s leading healthy food brands over the next decade.
