JustKitchen, known as an operator of ghost kitchens that specialises in delivery-only food brands, has announced the launch of its proprietary Wow Chow brand to provide delivery-only pet food to customers.
The move marks its “first foray into food beyond humans”. The new range is suitable for dogs and cats and uses whole proteins, vegetables and other natural ingredients, with no artificial seasonings.
The meals have been developed by JustKitchen’s team of professional chefs, and is now available to customers through Uber Eats and the JustMarket e-commerce website in Taiwan.
Orders are fulfilled on-demand using geolocation to route them to the nearest of the company’s 18 ghost kitchens to each customer, with subscription-based ordering expected to be launched to customers in July.
Jason Chen, co-founder and CEO of JustKitchen, said: “I am proud of our innovative launch of Wow Chow as JustKitchen’s first pet food brand. We are offering fresh, nutritious meals to a growing number of dog and cat owners across the country who appreciate the use of high-quality beef, chicken, fish and pork, along with key vegetables like broccoli, carrots, potatoes and pumpkin.
“Based on over 100 orders fulfilled to date, the average basket size of a Wow Chow order is similar to a human food order and early reviews have been very positive. Due to the early success of the brand, we are exploring opportunities to expand it within Taiwan and abroad given that it is portable and scalable just like our portfolio of over 20 proprietary and partner food brands for human consumption.”