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PlateJoy today announced a partnership with Instacart to deliver the groceries needed to prepare your nutritious meals. This integration streamlines the food preparation process, allowing you to have ingredients delivered on-demand instead of wading through the supermarket aisles in search of every component. You just pay the cost of the ingredients along with an on-average delivery fee of $7.

PlateJoy iPhone appChristina Bognet, PlateJoy’s CEO, said that she wants to eliminate “the obstacles to healthy eating.” Her company provides you with recipes for healthy meal plans, but it’s up to you to get the ingredients yourself. Since October, PlateJoy had been working on offering better personalization, and now it wants to help with the follow through.

To help PlateJoy personalize their meals, customers fill out a questionnaire that includes information about their favorite ingredients, any allergies, how many people they’ll be cooking for, their appetite, weight loss goals, schedule, and more. The meal plan generated is designed to meet nutritional needs, taste preferences, skill level, and time constraints. Previously, it was up to the customer to go out and buy the ingredients, but now you can just tap on the Instacart option to have groceries delivered in under one hour from your local grocer.

The PlateJoy-Instacart partnered service is available in Atlanta; Austin; Baltimore; Boulder; Boston; Chicago; Denver; Houston; Indianapolis; Los Angeles; Miami; Minneapolis; New York City; Philadelphia; Portland; Orange County; San Francisco; San Jose; Seattle; and Washington, D.C.

“We think of the PlateJoy and Instacart integration as what would happen if your fairy godmother and personal nutritionist went grocery shopping for you every week, magically placing the right things in your fridge and sending recipes and nutritional support to your phone,” Bognet said in a statement.

She continued:

Seventy-seven [percent] of the country is trying to eat healthier. But fewer people than ever are on diets. Instead, people are starting to realize that living a healthy lifestyle is the key to good health. And we believe the key to doing that long-term is personalization. PlateJoy uses technology to make healthy eating easy and personalized for everyone from the paleo marathon runner to the busy mom. The partnership with Instacart lets us take that convenience one step further, so we’re solving this critical problem for people from the moment they decide they’d like to eat healthier to the moment the food ends up in their fridge.

PlateJoy is definitely not the only service in the marketplace, as it competes against the likes of Blue Apron, Hello Fresh, Plated, and others. But Bognet believes her service stands out thanks to the Instacart integration, PlateJoy’s personalization, and its no-waste promise.

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