Calo absorbs Fresh Fitness Food and Detox Kitchen in UK launch

Saudi-HQ’d personalised meal platform Calo has launched in the UK and acquired Fresh Fitness Food and Detox Kitchen, two of London’s most established meal delivery brands. The move marks Calo’s first expansion beyond the Gulf and sets the stage for broader European growth.

The UK was a “logical next step,” according to Calo UK GM Caspar Rose, due to timezone alignment, shared language, and a cultural fit with the brand’s health-focused ethos.

💡 Strategic rationale

The acquisitions allow Calo to instantly localise its offering and inherit an infrastructure tailored to the UK’s health-conscious consumer. Fresh Fitness Food and Detox Kitchen served niche audiences with chef-made, nutritionally personalised meals — values that map neatly onto Calo’s product and mission.

Rather than run them separately, both brands are being seamlessly folded into Calo’s core platform. Customers will be transitioned to near-identical plans under the Calo name.

💰 Backing the play

The UK expansion follows Calo’s $25M Series B round in December, led by Nuwa Capital with participation from Khwarizmi Ventures, STV, and regional family offices. The round has since been upsized to $50M, with the second close expected in Q1 2025.

Calo is currently valued at $250M, has surpassed $100M in annualised revenue, and is nearing profitability ahead of a planned Saudi IPO by 2027.

🍽️ How it works

Founded in Bahrain in 2019 by Ahmed Al Rawi and later joined by co-founder Moayed Almoayed, Calo delivers personalised ready-to-eat meals — including breakfast, lunch, dinner, and snacks — using a centralised kitchen model with same-day delivery via its own fleet.

In the UK, it will use DPD for national orders and a local fleet for London-based customers.

Plans start at £11 per day, with options spanning high-protein, low-carb, vegetarian, and wellness-focused regimens. The platform currently offers over 35 meals per day, dynamically tailored to individual needs.

🌍 What’s next

Following its UK debut, Calo is eyeing wider European expansion and new customer segments — including meal plans for muscle gain, chronic conditions like diabetes and PCOS, and longevity-focused nutrition.