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The global meal replacement market size was estimated at over $18 billion in 2020 and is forecast to grow at a CAGR of 6.5% over the next 5 years. Complete meals have become a high growth sub-category offering a nutritionally balanced meal in a convenient powder format. At the same time, the global personalised nutrition market is expected to grow to over $16 billion by 2025. In addition, the global ecommerce subscription market is forecasted to be worth $246 billion by 2025.

abnormal. is positioned to take advantage of all three of these key consumer trends. The exciting new venture, based in Cheshire, uses cutting-edge technology to process a wide range of unique touch points, including diet, lifestyle, health and habits to create a personalised, nutritionally complete meal. It even takes into account any allergies and intolerances the individual may have.

Founder & CEO, Mark Coxhead explained the background to abnormal. “The interest in personal nutrition has rocketed in the past few years. Consumers no longer believe that one size fits all. We see a huge market opportunity for abnormal which is why we’ve invested over a million pounds and spent two years building a very smart piece of technology in conjunction with bleeding edge nutritional science.”

The customer completes an online questionnaire in just 3 minutes. Clever algorithms then sync each meal to what makes the individual extraordinary. A free 7 meal trial is offered allowing the customer to try the product without commitment. The customer can then move into a 30 meal subscription costing £59.99 which can be adjusted at any time. At less than £2 per meal, it’s much cheaper than a meal deal or cup of coffee.

Not only are the meals tailored for the individual, but the box and nutrition guide inside are also fully personalised making the whole experience completely unique. The customer can update their details at any point in time and abnormal. resyncs every piece of data to create a new meal recipe. Simply put, it’s a meal that changes as you do.

Mark Coxhead added, “Since launch, we’ve seen very strong take up and we’re already working on the next phase of product evolution for abnormal. Having an affordable healthy meal, that is designed for me on so many levels whether I am vegan, flexitarian or not, and has minimal impact on the planet, is a very powerful proposition.”