The newest funder for the startup Luvo is the NFL star Russell Wilson. Luvo focuses on the area of frozen food. Interestingly, Wilson is the second major athlete to back the startup. The frozen-food company Luvo offers entrees in a range of sizes. The foods include burritos and pizzas. They are being sold by big retail outlets, including Kroger. The leader is Christine Day, who was previously the CEO of Lululemon.
The Luvo meals offer a healthy perspective on fast food with the addition of vegetables and whole grains in the meals. There are nutrients that other options in the freezer aisle of the grocery store may not provide consumers.
There are a few ways that Luvo is getting the startup industry talking lately. One method is its recent national ad campaign. The other way is a brand ambassador program. In the latter program, major athletes are encouraged to be contributors. Hence, the addition of Russell Wilson of the Seattle Seahawks. Wilson is the quarterback for the football team.
Wilson’s participation in Luvo is likely a personal one, given his father’s passing at 55 from diabetes complications. For Wilson, it is important to eat and encourage healthy eating habits.
Previously, the private funding had been by big names such as actress Jennifer Garner and Derek Jeter, the retired New York Yankees baseball player.
While the recent backing by Wilson is good news for Luvo, the question remains as to why the startup began in the first place. The point has been clearly made that frozen meals have been slipping in popularity over the last three years as US consumers turn to healthy eating options instead.
However, Luvo is setting itself apart from traditional ideas of frozen foods by incorporating organic ingredients whenever possible and taking the healthy angle on its entrees. Each meal is under 500 calories.