PlateJoy brands itself as a healthcare company rather than a strictly culinary one, aiming to promote health and wellness through diet and nutrition targeted at preventing diabetes

Meal-kits are sustaining popularity in the U.S., with an estimated 19% of Americans having tried a subscription service. Now more specialized offers that cater to specific diets are cropping up, like meal-planning company PlateJoy‘s recent announcement of its service designed specifically for people who are at risk of developing diabetes, or pre-diabetics.

The service does not act like typical meal plans. Rather than sending complete meals, PlateJoy recommends groceries its shoppers should buy, then suggests recipes that work with those ingredients. Rather than selling itself strictly as a meal-plan company, PlateJoy emphasizes its health-supporting goals, its recipes encouraging shoppers to use food as medicine to help prevent diabetes.

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