Demographics • Predominantly women, 25–45 • Based mainly in the UK, US, and other English-speaking markets • Home cooks rather than professional chefs Psychographics • People who want to eat well without it feeling like a chore or a diet • Drawn to the idea of Mediterranean/Italian food as naturally wholesome and enjoyable • Interested in food as part of a lifestyle — not calorie-counting or macro-tracking • Value simplicity, warmth, and authenticity over perfection What they’re looking for • Easy, approachable recipes they can actually make on a weeknight • Inspiration that feels personal and relatable, not clinical or aspirational in a way that feels distant • A sense of “I could do that” — accessible ingredients, realistic techniques

Magimix, Ocado, MyfitnessPal, Myprotein, BOL, Waitrose, Coconut Collab. Mostly on a long term collaboration.