Expansion of Saudi meal subscription service Calo into the UK mark to happen following acquisition of two domestic meal delivery brands
In a bold move, Saudi-headquartered foodtech startup Calo has expanded its operations into the United Kingdom, marking a significant step towards its broader European expansion [1]. The UK market was chosen for its timezone alignment, shared language, and cultural fit with Calo’s health-focused mission [1][3].
The acquisition of two local prepared meal delivery brands, Fresh Fitness Food and Detox Kitchen, sets the stage for Calo's localised offering in the UK [1]. Caspar Rose, Calo's general manager for the UK and former CEO of Fresh Fitness Food, described the acquisition as "not just consolidation, it's an evolution" [2].
Calo's strategy in the UK is multi-faceted. Seamless integration of Fresh Fitness Food and Detox Kitchen into its core platform will transition customers to Calo-branded, nutritionally personalized meal plans [1][5]. The company aims to deepen product offerings with athlete-grade macro personalization, premium “Chef’s Picks,” expanded clean-eating lines, and on-demand delivery services [4][5].
Technological innovation is at the heart of Calo's UK plans. The company is embedding AI throughout its operations, piloting "Calo Black," an AI-powered private chef experience that customizes menus according to preferences using large language models [5].
Physical and retail expansion is another key element. Calo operates over 10 physical sites in the Gulf Cooperation Council (GCC), including hospital-based outlets, with new openings planned quarterly. In the UK, it plans to grow through partnerships such as with Armah Sports for gym-based retail and cross-promotion opportunities [4][5].
Calo's leadership team has been strengthened with the hire of experienced executives like Caroline Hazlehurst (COO) from Deliveroo and John Noja (Chief of Staff) from Talabat to support scale and operational excellence in new markets [4][5].
The company's ambitious growth plans are backed by substantial funding. Calo raised $25 million in its initial Series B round in December 2024, expanded to a $64 million Series B after an additional $39 million extension led by AlJazira Capital and others. The funds are earmarked for UK and international expansion, product development, and acquisition integration [1][5]. Calo targets a 10x revenue increase in the UK market over three years [3].
Calo's broader vision is to replicate its vertically integrated model globally, with the UK as the first step toward European growth, and is on track for a planned Saudi IPO [1][5]. The company aims to offer its customizable, ready-to-eat meals in the UK starting at £11 per day [6].
Calo's recent $25 million Series B round was led by Nuwa Capital, with participation from STV and Khwarizmi Ventures [7]. The company has scaled its operations to Saudi Arabia, UAE, Kuwait, and Qatar, delivering over 10 million meals in 2024 [8].
The Series B round, announced earlier this year, reportedly valued Calo at $250 million [2]. Another Middle Eastern consumer internet startup, Floward, expanded into the United Kingdom in 2020 [9].
In summary, Calo’s post-acquisition strategy combines localised brand integration in the UK, aggressive technological innovation, product diversification, physical presence expansion, and leveraging substantial funding to solidify its position in health-focused meal delivery across new markets, starting with the UK and eventually broader Europe [1][3][4][5].
- Calo's recent investment in the United Kingdom marks a significant step towards its aim of replicating its vertically integrated model globally, with a target to offer customizable, ready-to-eat meals at £11 per day.
- In the UK, Calo plans to deepen product offerings by integrating Athlete-grade macro personalization, premium "Chef’s Picks," expanded clean-eating lines, and on-demand delivery services, all underpinned by technological innovation, including AI-powered private chef experiences.
- To fuel its growth plans, Calo has secured substantial funding, reaching $64 million in its Series B round, which includes investment from Nuwa Capital, STV, and Khwarizmi Ventures, aimed at supporting UK and international expansion, product development, and acquisition integration.
