Helping the market-leader in meal-kit subscriptions succeed

Ruokaboksi aims to make everyday meals easier and life less busy. Ruokaboksi plans your weekly recipes and delivers the ingredients – all you have to do is cook. With pre-planned recipes and skipped shopping trips you’ll have more time to do the things that really matter. Ruokaboksi delivers to areas near Helsinki, Tampere and Turku.

Contrast has been Ruokaboksi’s partner since 2017. Starting from the early MVP stage, the service has grown to be one of our sophisticated projects up to date. With over 20,000 new users in 2020 alone, Ruokaboksi has reached a market share of 50% and is now Finland's biggest meal-kit provider. As the web service is the main customer touch point and operational tool of Ruokaboksi’s business, this project required an especially methodical and sustainable approach to development.

In order to meet Ruokaboksi’s special business requirements, but still keep the backend user-friendly, we created customized technical solutions and unique features within the Wordpress environment. This also meant making sure that their current sales strategy, which equally relies on direct phone sales, is well integrated into the same framework. Design and development were often conducted in an agile way to be able to test new features quickly, and always with a focus on superb usability on mobile.

The brand’s core – bringing more time to spend with loved ones – is always at the center of the service’s design. Organic shapes, combined with clean lines and a tasty color palette give the website a friendly feel and make it easy to understand at a glance. Playful line illustrations complement the neat layout and invoke the fun and messy aspects of cooking. The typography is easy to read and approachable, while the photography inspires and builds on the feeling of joy that comes from cooking and sharing. 

While the site is built on Wordpress, Contrast has vastly extended the functionality of the WooCommerce Subscriptions module to support Ruokaboksi’s subscription based service. So far we have developed features such as a subscription calendar, viral coupon sharing, sales automation and admin forecast panels.

Since 2017, Contrast has helped Ruokaboksi become one of the big players in the food delivery market. We are proud to continue being Ruokaboksi partners of choice for their ambitious service.