Rapidly expanding food and logistics business My Foodie Box (ASX: MBX) has confirmed the large-scale consumer launch of its unique Thermomix box range, together with the activation of a coordinated marketing campaign to the ~ 125,000 Thermomix owners in WA.
The consumer launch follows extensive engagement with The Mix Australia (TMA), holder of distribution rights for Thermomix in Australia, and a trial of MBX Thermomix boxes by ~250 Western Australian based sales agents in recent months.
During the engagement process, the parties worked collaboratively to create and test a unique Thermomix box range that combines the convenience and quality of My Foodie Box meal kits whilst using the Thermomix all-in-one technology to produce a product aligned with the expectations of the Thermomix community.
To work with such an iconic brand as Thermomix and collaboratively create a unique product for their community is both a real honour and an immense opportunity for our business,” said My Foodie Box Executive Director and CEO, Mai Hughes.
“It was vital, in the creation and testing of the dedicated Thermomix boxes, that we worked together to deliver a product that was to a quality My Foodie Box is known for and to the expectations of the Thermomix community.
“With that now done we are collaboratively launching the Thermomix box range to the Thermomix community,” she added.
Thermomix began its Australian operations in Perth and the head office for Australia and New Zealand is still in Perth, where Thermomix has a strong and loyal customer base approaching 125,000 Thermomix owners in the Perth metro area. Across Australia, Thermomix has a growing customer base of approx. 406,000 customers in Sydney, Melbourne and Brisbane.
The My Foodie Box Thermomix box range will be launched, in stages, to the Thermomix community in WA first, before a wider rollout that is planned to the Thermomix community across Australia as MBX expands its operations into the eastern states over the next 12 months.
The My Foodie Box Thermomix®box range is now available for viewing on the My Foodie Box website (https://www.myfoodiebox.com.au/boxes/), with first orders available from this week and first deliveries from Saturday, 22nd October 2022.
TMA is a significant shareholder in MBX, holding ~ 15% equity interest.